Getting: Publicity

3rd
edition
GETTING
PUBLICITY
Tana Fletcher and Julia Rockler
• Get publicity for your business, your organization, or yourself
• Master the essential media skills for success
• Learn practical tools for low-cost exposure
B U S I N E S S S E R I E S
GETTING PUBLICITY
Tana Fletcher
Julia Rockler
Self-Counsel Press
(a division of)
International Self-Counsel Press Ltd.
Canada USA
Copyright © 1990, 1995, 2000 by Tana Fleischer and Julia Rockler
All rights reserved.
No part of this book may be reproduced or transmitted in any form by any means —
graphic, electronic, or mechanical — without permission in writing from the
publisher, except by a reviewer who may quote brief passages in a review.
Self-Counsel Press acknowledges the financial support of the Government of Canada
through the Book Publishing Industry Development Program (BPID) for our pub-
lishing activities.
Printed in Canada.
First edition: 1990; Reprinted: 1991
Second edition: 1995
Third edition: 2000
Canadian Cataloguing in Publication Data
Fletcher, Tana.
Getting publicity
(Self-counsel business series)

ISBN 1-55180-312-7
1. Publicity. I. Rockler, Julia. II. Title. III. Series.

HM1226.F43 2000 659 C00-910572-7
Self-Counsel Press
(a division of)
International Self-Counsel Press Ltd.
1481 Charlotte Road 1704 N. State Street
North Vancouver, BC V7J 1H1 Bellingham, WA 98225
Canada USA
CONTENTS
INTRODUCTION xv
1 BECOMING YOUR OWN PUBLICIST 1
a. What is publicity? 1
b. Why do you need publicity? 2
c. The purpose of publicity 2
d. The advantages of publicity 3
1. Cost 3
2. Size of audience 3
3. Credibility 3
4. Impact 3
5. Versatility 4
6. Longevity 4
e. Assess your own “publicity quotient” 4
2 PUTTING TOGETHER A PUBLICITY PLANNER 7
a. Introduction to the Publicity Planner 7
b. The main components: A place and a plan 8
iii
c. Step one: Choosing a location 9
1. Permanent 9
2. Portable 10
d. Step two: Assembling the necessities 11
1. Basic files 11
2. Customized files 11
3. A planning calendar 13
e. Step three: Preparing the plan 13
f. Set up your Publicity Planner 15
1. Location 15
2. File folders 15
3. Labels 16
3 FINDING OPPORTUNITIES FOR PUBLICITY 17
a. Introduction 17
b. Learn what the media want 17
1. Inform, educate, and entertain 18
2. No self-serving or hard-sell tactics 18
3. Local angle or national slant 18
c. Become an opportunist 18
1. Ride the coattails of a national trend 19
2. Use statistics 19
3. Take part in public events 20
d. Create your own opportunities 21
1. Aim for variety 21
2. Make things happen 22
3. Consider a community good deed 22
4. Try the backdoor approach 24
5. Use the celebrity connection 25
6. Join clubs 25
7. Be a Web link 26
8. Use the calendar as a resource 26
e. Fifty perfectly promotable ideas 28
1. Arrange an event 28
2. Make a donation 30
iv Getting Publicity
3. Give — or get — an award 30
4. Make a long-term contribution to your community 31
5. Stand out from the crowd 31
6. Speak or write about what you are doing 32
f. Add to your Publicity Planner 33
1. Promotion ideas 33
2. Calendar notes 33
3. Upcoming events 33
4 UNDERSTANDING MEDIA ACCESSIBILITY 35
a. Introduction 35
b. Start small 35
c. Levels of accessibility in the media 37
1. The broadcast media: Radio and television 37
2. Print media 42
3. World Wide Web 43
d. Work your way up 45
5 PREPARING PUBLICITY MATERIALS: 47
THE PRESS RELEASE
a. Introduction 47
b. What is a press release? 48
c. Rules for writing press releases 49
1. Style 49
2. Appearance 52
3. Writing headlines 53
4. Grammar and format 54
5. A sample layout 55
d. Always double check 59
e. Tips to make your press releases sparkle 59
1. Factual superlatives 61
2. Quotes and reactions 61
3. Details 64
4. Human interest 64
f. Different media, different slant 69
Contents v
g. The five fates of the press release 69
1. Fate number one: Tossed in the trash can 69
2. Fate number two: Being put on hold 73
3. Fate number three: Becoming a one-liner 74
4. Fate number four: As is 74
5. Fate number five: Making the big time 74
h. To phone or not to phone 74
i. Add to your Publicity Planner 75
6 PREPARING PUBLICITY MATERIALS: 77
PHOTOGRAPHS AND ILLUSTRATIONS
a. Introduction 77
b. Decide on your objectives 78
c. Weigh the advantages 78
d. When are visuals appropriate? 79
e. Guidelines 79
1. Size 79
2. Style 80
3. Composition 80
4. Labelling 80
5. Captions 80
6. Especially for photographs 81
7. For diagrams only 81
8. Mailing 81
f. Sources 81
g. Add to your Publicity Planner 83
7 MAKING THE MOST OF A MEDIA KIT 85
a. Introduction 85
b. The role of a media kit 86
c. Prepare the cover 87
d. Contents 87
1. Business card 88
2. Press release 88
3. Cover letter 88
4. Visuals 90
vi Getting Publicity
5. Fact sheet 92
6. Biography 92
7. Clippings and quotes 94
8. Examples of your own writing 94
9. Suggested questions 94
10. Rolodex card 98
11. Brochure 98
12. Press passes 99
e. Decide on your image 99
f. Sweet stories of success 100
8 ANNOUNCING A NEW PRODUCT 103
a. Introduction 103
b. The new product release media kit 104
c. Contents 105
1. Press release 105
2. Cover letter 105
3. Photo 105
4. Brochure 108
d. Create a “product” for a service-based business 108
1. Prepare a helpful hint brochure 108
2. Give away a promotional item 110
3. Include information for ordering 110
e. Find new places to send your kits 110
f. Be prepared to follow up 111
9 SENDING OUT YOUR MESSAGE 113
a. Introduction 113
b. Where to send your information 114
1. Broadcast media 114
2. Print media 115
3. News wire services 118
4. The World Wide Web 119
Contents vii
5. Naming names in the media 119
c. Prepare a media list 120
1. Rolodex 120
2. Address book 121
3. Separate sheets of paper 121
4. Computer 121
5. Ready-made media lists 121
d. Get the information out 122
1. To fax or not to fax 122
2. Telephone facts 123
e. Evaluate and update your media list 124
10 MASTERING THE MEDIA INTERVIEW 127
a. Introduction 127
b. Be prepared for the telephone call 127
c. The pre-interview 128
d. Have your answers ready 129
e. Netiquette 129
f. The ABCs of interview success 129
1. Accuracy 129
2. Brevity 130
3. Content 130
g. Interview tips 130
1. Be quotable 130
2. Speak in sound bites 130
3. Add color 131
4. Tips from the professionals 131
h. Practice, practice, practice 133
1. Plan ahead 134
2. Brush up on your anecdotes 134
3. Try these rehearsal techniques 134
4. Review the dos and don’ts 135
viii Getting Publicity

11 POLISHING YOUR TELEVISION IMAGE 137
a. Introduction 137
b. Makeup 137
1. Why makeup is needed 137
2. Do-it-yourself makeup 138
3. Makeup basics 138
4. Makeup tips for women only 139
c. Clothing 141
1. Color 141
2. Avoid white 141
3. Style 141
4. Appropriate attire 142
5. For men only 142
d. Accessories 142
1. Jewelry 142
2. Hats 142
3. Eyeglasses 143
e. Body language 143
f. Full dress rehearsal 143
g. What to expect at a TV studio 144
h. Last-minute appearances 144
12 TALKING THAT TALK 147
a. Introduction 147
b. Begin at the beginning 147
c. Make contact 148
d. Write your own script 148
e. Avoid advertising 149
f. World without walls 149
g. In the studio 150
h. Rules to remember 151
i. The chatroom experience 151
j. Add to your Publicity Planner 152
Contents ix
13 PUBLIC SPEAKING FOR PUBLICITY AND PROFIT 153
a. Introduction 153
b. The benefits of public speaking 154
c. Begin with the basics 155
d. Design a presentation 156
1. Answer consumer questions 156
2. Emphasize only a few main points 156
3. Use visuals 157
e. Get the words right 157
f. Giveaways 157
g. Turn public speaking into publicity 158
h. Add to your Publicity Planner 158
14 WRITING AS A PUBLICITY TOOL 159
a. Introduction 159
b. Win publicity with your pen 159
c. Various forms of writing 160
1. A letter to the editor 161
2. A hint, tip, or suggestion 161
3. A numbered list of consumer tips 161
4. A regular column 161
5. An article 161
6. A book 162
d. Rules for writing 162
e. Markets 163
15 POLISHING YOUR PUBLICITY TECHNIQUES 165
a. Introduction 165
b. Establish cordial media relations 165
1. It’s not your show 166
2. When all is said and done 166
3. Don’t become a pest 167
c. Pyramid on previous publicity 167
1. Crossing over 168
x Getting Publicity
2. Local to national or national to local 168
3. Snowball effect 168
d. Watch your timing 169
1. The three-cycle rule 169
2. When timing is of no importance 169
e. Take advantage of a “photo op” 170
f. Use public service announcements 170
1. Radio versus television 171
2. Writing the PSA release 171
g. Hold a news conference 171
1. Purpose 174
2. Subject matter 174
3. Notifying the media 174
4. Scheduling for local television news 175
5. Elements of a news conference 175
6. Visuals 177
7. The setup 177
8. The 5- and 30-minute rules 177
9. Avoid overreaching 178
h. Include the Internet 178
1. E-send your message 178
2. Talk it up 178
3. Web publishing 179
4. On-camera options 179
5. Increase visibility 179
6. Post your opinions 180
7. Add online interactions 180
8. Make connections 180
9. Electronic media kit 180
i. Practice damage control 181
1. Make yourself accessible to the press 181
2. Show concern 181
3. Take positive action 181
4. Keep it short 181
Contents xi
j. Video news releases 182
k. Add to your Publicity Planner 182
16 IMPLEMENTING YOUR PUBLICITY PROGRAM 183
a. Introduction 183
b. Work out a budget 183
1. Postage 184
2. Photocopying 184
3. Photographs 186
4. Media kit covers 186
c. Review your publicity plans 186
1. Putting together a Publicity Planner 186
2. Choosing an activity 187
3. Compiling a media list 187
4. Drawing up a plan 188
5. Getting started 188
6. Scheduling 188
d. A one-year publicity plan case study 189
17 ANSWERING THE MOST FREQUENTLY 203
ASKED QUESTIONS
a. Introduction 203
b. Questions and answers 203
xii Getting Publicity

WORKSHEETS
1 Test your P.Q. 5
2 Assessing your publicity goals 14
3 Writing a press release 60
4 Media list worksheet 116
5 Publicity budget 185
SAMPLES
1 Press release 50
2 Press release — layout 56
3 Basic press release 62
4 Press release using quotes 65
5 Press release: Alternative use of quotes 67
6 Press release: Radio, emphasizing sounds 70
7 Press release: Television, emphasizing visuals 71
8 Labelling and captioning for photographs 82
9 Press release for media kit 89
10 Cover letter 91
11 Fact sheet 93
12 Biography 95
13 Quotes from media 96
14 Suggested questions 97
15 Press release for new product release kit 106
16 Cover letter for new product release kit 107
17 New product release for service-based business 109
18 Answers to difficult questions 132
19 Public service announcement — 20 seconds 172
20 Public service announcement — 10 seconds 173
21 Media advisory — news conference 176
22 New business case study: Talk of the Town telephone store 190
23 Press release — grand opening 192
24 Press release — seasonal 194
25 Press release — free offer 196
Contents xiii
26 Press release — holiday promotion 198
27 Press release — charitable contribution 200
28 Press release — seminar 202
CHECKLISTS
1 Review your press release 61
2 Review your photographs and drawings 84
3 Interview etiquette 136
4 Television appearance checklist 140
xiv Getting Publicity

INTRODUCTION
“How can my organization get publicity in the media?”

As professional journalists, we hear this question every day —
from businesspeople, nonprofit groups, and others hoping to attract
public attention. And it was this question that eventually led us to
begin teaching classes and conducting workshops on how to make
the most of free media coverage through do-it-yourself publicity.
Because our presentations were well received, and because the
demand for our classes began to increase, we decided to put all of our
“inside” information down on paper and create this book — a com-
bination instructional manual and reference guide — for business
owners, entrepreneurs, and publicity-seekers everywhere.
Our goal in this project was simple: to demonstrate that anyone
can learn the skills necessary to profit from free publicity. Regardless
of an individual’s business, budget, or background, with the proper
knowledge and the right tools, anyone can become a media magnet.
The chapters in this book are arranged to help you direct your ef-
forts in an organized manner. In the first chapter, you’ll find a short
quiz for rating your personal “Publicity Quotient” before you proceed.
xv
Then, in chapter 2, we’ll show you how to set up a Publicity Planner
to serve as the permanent basis for your entire publicity program.
In subsequent chapters, we’ll guide you through the publicity
process and explain the four fundamental components of publicity:
what to publicize, how to publicize, where to publicize, and when to
publicize.
You’ll learn which activities attract the most attention, how to com-
municate with the media, and when to build on previous publicity.
We’ll give you pointers on targeting the various types of media —
from local to national to international, and from print to broadcast to
the Internet — with an emphasis on reaching every possible outlet.
You’ll discover the secrets of capitalizing on the media at every
level — from the smallest neighborhood newsletters through trade
and industrial publications to the largest television networks and the
World Wide Web. In addition, we’ll address a number of advanced
publicity techniques, such as conducting press conferences, making
public service announcements, and using video news releases.
Along the way, you’ll learn how to make use of all of the tools of
the self-publicist’s trade — from writing news releases to putting to-
gether press kits.
You will also discover hundreds of inexpensive and practical hints
for attracting media attention as we show you exactly what you need
to capitalize on the power of publicity. You’ll find out what to say in
your announcements to the media, where to send them, and how to
time them for the best effect.
As a bonus, we’ll even coach you on preparing for those all-
important media interviews, with advice on rehearsing your answers,
choosing your wardrobe, and applying your makeup.
By the final chapter, you’ll be eager to launch your own well-
planned publicity campaign, confident in the knowledge that you
possess the skills necessary to succeed. Throughout the text, work-
sheets and checklists will aid you in setting your priorities and
achieving your objectives. Sample publicity material will provide you
with easy-to-follow examples. And professional tips will add polish to
all of your efforts. No matter what your purpose, if you are interested
in pursuing publicity, you will find the help you need right here.
During the past several years we have helped many people put
themselves in the media spotlight. Now we want to help you.
xvi Getting Publicity

1
BECOMING YOUR OWN
PUBLICIST
a. WHAT IS PUBLICITY?
Do you dream of receiving public recognition for yourself or your
work? Would you like to attract attention to your organization? Are
you interested in getting important media coverage of your event? If
so — if you are actively seeking the spotlight for your business, your
club, your activity, or even yourself — publicity can be the solution to
your problem.
And just what is publicity? Publicity is what you use to get atten-
tion without paying for it. Publicity is the key to letting people know
what you do.
Publicity is what you use
The most usual source of publicity is the media — that is, any to get attention without
public communications medium from a newsletter to network televi- paying for it.
sion and cybercommunications, although something as simple as
word of mouth can be a source of publicity too.
1
It doesn’t take a rare talent to learn how to get publicity. Anyone
can do it. All it takes is an understanding of the rules, along with in-
side information on how the media work. Master the procedures and
you will make the most of the media. So grab a pencil. You’re about
to learn what it takes to put yourself in the publicity limelight.
b. WHY DO YOU NEED PUBLICITY?

Two obstacles face everyone hoping to succeed in business: getting
noticed and producing profits.
Publicity gives you the
Whether you run a small repair service from your home or man-
competitive edge of
age an international organization, you must first attract attention in
standing out from the order to prosper.
crowd.
That’s where publicity comes in. It can help you boost your busi-
ness, promote your nonprofit group, or simply enhance your individ-
ual image by providing just the lift your enterprise needs to get off
the ground.
Whether you’re offering a service, selling a product, or running a
nonprofit group, you face competition for the public’s attention and
approval. Publicity allows you to stand out from the crowd and this
can be just the competitive edge you need. If you are hoping to make
a name for yourself, you need the power of publicity.
c. THE PURPOSE OF PUBLICITY

The major goals of publicity are to stimulate business activity, en-
hance profits, and increase public awareness of a product, service, in-
dividual, organization, or activity.
With careful planning, a publicity program may be used to ac-
complish a number of other objectives as well. Publicity can —
N magnify visibility
N create intense interest in a one-time event
N be part of an ongoing promotion
N turn a hobby into a business
N help you to get a head start on the competition
N establish a new image to replace an outdated one
N aid in breaking out of a sales slump
2 Getting Publicity
N get a new venture off the ground
N provide a test market for a new idea
N generate good will
d. THE ADVANTAGES OF PUBLICITY

Publicity offers six main advantages over other types of promotional
tools.
1. Cost
Advertising and publicity both make use of the media to reach the
public, but publicity is considerably less expensive. In fact, unlike ad-
vertising, where companies must pay for time and space in the
media, publicity coverage is virtually free. In most cases, the only ex-
penses for publicity are for paper and postage to mail announcements
to the media.
2. Size of audience
Publicity is powerful. It can tell your story to thousands of potential
customers — maybe even millions if you use the mass media. While
you would probably benefit by taking your message individually to
persons who might be interested, it is much faster and more effective
to reach the public in great numbers.
3. Credibility
Publicity lends an air of credibility that’s missing in advertising.
When you are interviewed on the six o’clock news or quoted in the
daily paper, the public tends to perceive you as an expert. Media at-
tention is usually viewed by listeners and viewers as a de facto en-
dorsement of your product, service, or cause.
4. Impact
Publicity is persuasive. It can shape public opinion, mold personal
images, and even reverse negative attitudes. Book publishers, for ex-
ample, send free copies of their books to critics in the hope that re-
views will provide positive publicity for authors. Movie stars appear
on television talk shows to publicize their latest cinematic efforts.
And corporate executives hold press conferences to tell their side of
the story in ecological controversies.
Becoming Your Own Publicist 3

5. Versatility
Publicity can be used to place you in the spotlight at almost any time
and in any place you choose. By availing yourself of carefully selected
media opportunities, you can expand into new markets or even
launch a brand new business.
6. Longevity
Publicity offers longevity by providing you with a permanent record.
Before becoming your own
Once you have been mentioned in the media, you can show the clip-
ping to potential clients, quote it in your advertising, or use it as a
publicist, assess your
means to garner more publicity.
“Publicity Quotient” — your
knowledge of publicity e. ASSESS YOUR OWN "PUBLICITY QUOTIENT"
procedures and practices.
At least once in your life you have probably met a business owner
who has relied on “word of mouth” to bring in new customers. But
when you know how to capitalize on publicity, and you have your
plan in place, you won’t need to wait for such uncertain referrals. By
becoming your own publicist and practicing the art of self-promotion,
you possess the power to start people talking.
So why wait? Start today and soon you’ll be prepared to overcome
obscurity and make a name for yourself in the media.
You first need to assess your “Publicity Quotient.” You may be
surprised at what you already know — and what you don’t know.
Turn to Worksheet 1 to test your knowledge. Answers and instruc-
tions for rating yourself follow.
4 Getting Publicity
WORKSHEET 1
TEST YOUR P.Q.*
Answer true or false to the following questions. Then see below for the answers and how to
score yourself.
1. It is necessary to “know someone” in the press to receive free publicity. True or False _______
2. Sending invitations to the media is a waste of time because nobody True or False _______
ever responds to them.
3. Advertisers are offered free publicity according to the amount of True or False _______
money they spend on commercials.
4. Only spokespersons for big corporations and major industries are True or False _______
qualified to appear on radio and television talk shows.
5. Threatening to discontinue your advertising is an effective way to True or False _______
make the media pay attention to you.
6. It is more profitable to promote a special, one-time event than to True or False _______
pursue publicity for routine activities.
7. Contributing to a charitable cause is good publicity. True or False _______
8. Sending gifts or offering to buy meals for reporters is an accepted True or False _______
way to get coverage of an event.
9. Members of the media appreciate your calling them whenever you True or False _______
think of a possible story idea.
10. Publicity efforts are wasted unless they appear in influential True or False _______
publications or on important television programs.
11. Creating a Web page is the best way to reach people on the Internet. True or False _______
ANSWERS TO THE P.Q. QUIZ

1. False. These days you don’t need to “know someone” at the local paper or have a relative who
works on a television show to get your name in the news. There are simply too many pages and
too many hours to fill for journalists to feature only their friends. The truth is, the media needs you
at least as much as you need them.
2. False. Every piece of mail received by the media will be read — or at least glanced at. The trick
is knowing how to package your presentation professionally for maximum impact.
3. False. Publicity is not doled out to big spenders. In order to prosper, the media needs to attract
readers and viewers through interesting stories, not by paying back favors.
*Publicity Quotient: Your knowledge of publicity practices and procedures.
Becoming Your Own Publicist 5

Worksheet 1 — Continued
4. False. Well-informed individuals in every field are welcomed by broadcasters. In fact, once you
learn the secrets, you can actually become a sought-after media celebrity.
5. False. Reporters have no idea how much you spend on advertising and don’t care. More impor-
tant, they resent being told what to do by outsiders.
6. False. It’s more effective to plan an ongoing publicity program and have your name appear
in print every week than to create a big splash and then disappear without a ripple. A well-
organized publicity campaign makes even routine activities sound interesting.
7. False. Participating in a charitable event — or in any event, for that matter — is not publicity at all
unless others hear about it. Learning to blow your own horn, to proclaim your accomplishments
in public, is what publicity is all about.
8. False. Payola might get you coverage, all right, but probably not the type you want. Good jour-
nalists never expect to leave an assignment with anything but a story.
9. False. Avoid telephoning members of the media unless it is an emergency. Journalists love to
learn about suitable story ideas, but prefer to receive them through the mail.
10. False. Publicity is never a waste as long as you know how to take full advantage of it. Through
time-proven techniques, you can learn to parlay a tiny article in a suburban shopper into a fea-
ture story on national television.
11. False. It’s not enough to create a Web page, unless you have a way to attract visitors to see it.
You’ll need to hone your skills at Internet outreach.
SCORING YOUR PUBLICITY QUOTIENT

9 to 11: On the brink of media success
You have a thorough understanding of how the media works and what the rules are. You are ready
to learn how to plan a publicity campaign that will get attention.
7 or 8: Somewhat savvy
Although you have some sense of how publicity works, you aren’t completely clear about the role of
the media. Once you learn more about the machinery, you’ll know how to press the right buttons.
5 or 6: A few lessons are in order
You haven’t yet mastered the media. You’ll find it much easier to navigate your way through the media
maze once you have a good map.
3 or 4: Neophyte
You may have had some exposure to reporters, but you are lacking “inside” knowledge. You need to
study the basics before embarking on a publicity program.
2 or below: No time to lose
You are missing out on some wonderful opportunities to promote your business because you don’t
know how to attract media attention. Learn the rules, however, and you can win the publicity game.
6 Getting Publicity
2
PUTTING TOGETHER A
PUBLICITY PLANNER
a. INTRODUCTION TO THE PUBLICITY PLANNER

Can you imagine attempting to build a skyscraper without blueprints
or trying to drive through Europe without a map? Of course not. In
order to achieve anything worthwhile, you need a clear vision of
where you’re headed.
In the same way, publicity deserves a plan — a diagram of where
you’re going and a schedule showing when you will arrive. Before
you actually implement a publicity program, therefore, you will need
to set up a Publicity Planner. This sounds impressive, but it is simply
a place to store your materials and a system for setting down your
strategies.
If publicity is to be effective, it must be a continuous process —
an ongoing program aimed at getting your name before the public
and keeping it there. Therefore, before you start to publicize yourself,
7
you should have worked out not only how to pursue publicity regu-
larly, but also how you are going to respond to the attention you re-
ceive and build on the interest you generate.
For that reason you will benefit by taking time now to set up a
permanent Publicity Planner. This will be the basis of your entire
publicity program. It will, in fact, become the “publicity department”
of your organization.
Once your Publicity Planner is in place it will become the center
of your publicity-related activities. It will enable you to keep track of
Your Publicity Planner will
all the elements of your publicity campaign from the earliest plan-
become the center of your ning stages through the actual implementation of your campaign.
publicity-related activities, With this type of organized system, you’ll always be prepared to act
so put in the effort to as well as to react.
make it outstanding! In this chapter you will find out what you need to create your
own personalized Publicity Planner. In addition to instructions for
choosing a spot and setting up your files, you will find a shopping list
for all the basic necessities. In each subsequent chapter, you will learn
a little more about what to store in your Publicity Planner — media
correspondence, publicity photographs, mailing lists, and other ma-
terials — along with recommendations about buying additional
items.
By the end of the book, your Publicity Planner will be complete
and you’ll be ready to embark on your first campaign.
You can get a head start right now by purchasing your first item:
a notebook to keep by your side at all times as you read this book.
That way you’ll be ready to write down your shopping list of supplies
along with any ideas you have about planning your own personalized
publicity.
b. THE MAIN COMPONENTS: A PLACE

AND A PLAN
Your Publicity Planner will have two main components: a place and a
plan. “Place” refers to the physical location you set aside for the fil-
ing system which is the basis of the Publicity Planner. And “plan”
means your blueprint for action — your schedule for sending an-
nouncements and conducting promotional events.
Truly effective media promotion will result only when you are in
control of both elements, place and plan, because successful publicity
8 Getting Publicity
is like sound construction: a sturdy structure needs a solid founda-
tion. Whether you are a self-employed consultant looking for new
clients in your own neighborhood or the marketing manager for a
multinational conglomerate, the results you achieve depend on how
much care you take in laying your groundwork.
c. STEP ONE: CHOOSING A LOCATION

Once you decide to pursue publicity on a regular basis, designate a
specific area for your Publicity Planner. As you read through the fol-
lowing sections, visualize yourself going through the motions —
sending announcements to the media, responding to telephone calls
from the press, and scheduling promotional activities. Then think
about the location that would be most convenient for you. That way,
when you are ready to purchase your supplies and set up your sys-
tem, you will know just where to put everything.
Because the Publicity Planner is actually nothing more than a fil-
ing system for keeping track of paperwork such as press clippings,
typed announcements, media lists, and publicity photographs, the
physical space required is approximately equivalent to the area
needed for storing 25 or 30 file folders.
And no matter how large — or small — your Publicity Planner or
how frequently you use it, it nevertheless deserves a designated loca-
tion. You can use the corner of your desk, one shelf of your bookcase,
or a single drawer in your file cabinet, but whichever location you se-
lect, storing all of your materials together will save time and energy.
It pays to give serious consideration to setting up your Publicity
Planner, because beginning on a solid basis is one way to give your
publicity attempts that extra edge over the competition. But keep in
mind that, when aiming for a smooth-running program, only you can
decide which system will work best for your own situation.
One of the biggest “start-up” decisions you will have to make, for
example, is to choose between the two basic equipment options: per-
manent and portable. Both alternatives have merit, but in order to se-
lect wisely you should understand the differences between the two.
1. Permanent
Assigning a permanent spot for your Publicity Planner, such as one
drawer in your office filing cabinet, provides stability to your program.
By placing publicity next to payroll, inventory, and other information
Putting Together a Publicity Planner 9

that is important to your business, you ascribe a permanence to it and
acknowledge it as an essential element in your enterprise.
Additionally, a permanent spot makes the Publicity Planner easily
accessible, not only to you, but to everyone else who might need it. In
an emergency, anyone can find the necessary information readily.
If you decide to establish a permanent location, then you might
simply opt to purchase new file folders for your existing file system.
In the beginning, plan to dedicate at least 25 folders to your Public-
ity Planner. And make sure you have enough space in your file cabi-
Should your Publicity
net or drawer for adding more Publicity Planner files.
Planner be permenant or
portable? It all depends 2. Portable
on your situation.
In many cases, portability may be more valuable than permanence. In
a nonprofit organization, for instance, where the individual in charge
of publicity often changes from year to year, a portable system might
make the transition easier. And when the publicity work is done from
a member’s home, a portable system is especially beneficial, allowing
for convenient transportation of records.
Business owners who occasionally work at home also appreciate
the advantage of easily movable files, as do those home-based entre-
preneurs whose “office” rotates regularly from the kitchen table to
the spare bedroom.
If you think you would prefer to work with a portable system,
then you have a number of styles from which to choose, all available
through office supply stores and catalogues.
The simplest filing system is a plastic or metal free-standing rack,
with slots designed to hold ten or twelve manila folders in an upright
position. With four tiny, rubber-footed legs, this system can be placed
on a desktop, a bookshelf, or a table.
Another transportable system is the plastic cube that holds hang-
ing files. Some brands are even designed to be stacked, an advantage
when you need to expand your Publicity Planner.
And, finally, there is the suitcase-style file box, usually fashioned
from metal or molded plastic, with a carrying handle. Because it
closes securely, this option is especially valuable out-of-doors as a pro-
tection against damage from rain and snow.
10 Getting Publicity
d. STEP TWO: ASSEMBLING THE NECESSITIES
Most of the materials in the self-publicist’s tool kit are actually basic
office supplies. It is helpful to organize all of the necessary items in
advance in order to save time once you are involved in generating
media coverage.
Once you have decided whether you want a permanent or a
portable Publicity Planner, and where you want to put it, you are
ready to purchase —
(a) a filing system (or designate space in your existing system),
(b) at least 25 file folders in the style that fits your filing system,
and
(c) the right kind of labels for identifying your file folders.
1. Basic files
Starting now and continuing throughout the book you will be label-
ing file folders for your Publicity Planner. Although you can cus-
tomize your own system in any way, every Publicity Planner does
include certain basic files, beginning with the following three:
N Business cards: It is often a good idea to enclose one of your
business cards in your letters to members of the media, so
keep a supply handy in your Publicity Planner.
N Brochures: If your organization has any printed brochures,
store several in a file folder for sending to the media when ap-
propriate.
N Stationery: All of your correspondence with the media must be
typed on business letterhead stationery. This not only pro-
vides the recipients with all the pertinent information they
will need, it also helps the media to recognize the legitimacy
of your endeavor.
N Computer files: All of your computer files relating to publicity
should be backed up and kept in your Publicity Planner.
2. Customized files
The Publicity Planner is a flexible file that can be geared to meet the
specific needs of any enterprise. All of the various resources and ma-
terials that you will eventually choose to store in it will be based on
your personal goals and expectations. As you read through the next

chapters and begin to assess your own aspirations, you will be able to
pick and choose from a number of different options and gradually set
up an individualized program that is perfect for you.
Until that time, however, here’s a look ahead at some of the other
items you might eventually be storing in your folders, depending on
your final plan.
N Correspondence: Whenever you communicate — in writing —
with the media, you will need to keep copies filed in chrono-
logical order. The most recent correspondence is kept in front
Your Publicity Planner
of this file; your earliest letter will be at the back.
should contain industry
news, clippings and N Industry news: You’ll want to keep on top of the developments
quotes, promotion ideas,
in your field in order to have that kind of expertise at your
command. As this collection of information grows, you might
publicity photos, a
even need to break it into separate file folders, arranged by
calendar, and media categories.
names, addresses, and
N Clippings and quotes: Every time you are mentioned in the print
correspondence.
media, you should “clip” or cut and save the article. Later in
the book you will receive specific instructions for making
copies of your clippings and using them to generate addi-
tional coverage.
N Promotion ideas: To make sure that you don’t forget or overlook
any publicity possibilities, you should keep all your ideas in
one place. As you read through this book, for example, you’ll
undoubtedly come up with dozens of original concepts.
Whenever this happens, write them down and file them for
future reference.
N Media list: A list of media names and addresses is probably the
single most important element in any Publicity Planner. You’ll
want to hold off on any purchase of a new address system
until you have read chapter 9 section c. Prepare a Media
List, so that you will be able to choose the style that will work
best for you.
N Publicity photos: You’ll get instructions for publicity photo-
graphs in chapter 6. After you have determined which pic-
tures you plan to use, you’ll be able to make extra copies and
keep them at hand in your Publicity Planner.
3. A planning calendar
As previously noted, successful publicity requires a plan — a road
map detailing where you’re going and how you hope to get there.
Eventually this plan will be written down and followed when you’re
engaging in promotional activities and communicating with the media.
Therefore, because nearly all your efforts at promotion will be
scheduled in advance, the final item you’ll need for your Publicity
Planner is a one-year calendar for noting your plans and keeping
track of your commitments. For some people a diary or “journal” for-
mat is most comfortable, while for others a monthly grid is prefer-
able. When purchasing your personal calendar, just keep in mind that
the style doesn’t matter as long as it’s convenient to use and has
room for writing instructions and reminders.
e. STEP THREE: PREPARING THE PLAN

Like your other business goals, publicity requires planning, knowl-
edge, and effort. At the beginning you must ask yourself how much
public attention you are seeking. That answer will help determine the
amount of time you’ll need to devote to your publicity program.
For example, an occasional mention in your community newspa-
per might take a weekly commitment of an hour or two to plan your
campaign and prepare your materials, whereas an interview on na-
tional television could require as much as eight or ten hours per week
over a period of months. It is up to you to decide how much time you
can set aside for publicity tasks and eventually to start marking your
calendar accordingly.
At this point, you should begin to consider your personal public-
ity goals. This means taking a look at several factors, including the
audience you hope to reach through your efforts, the amount of
media attention you are hoping to generate, and the time you are
willing to spend pursuing publicity.
Although your goals will undoubtedly change with time, an ini-
tial sense of where you’re heading is important if you want to keep
your publicity plans on track. To help you envision your goals, turn to
Worksheet 2 and answer the questions. Once you have your goals
outlined, the next chapter will help you understand what it will take
to reach those goals.

WORKSHEET 2
ASSESSING YOUR PUBLICITY GOALS
1. What are your long-range and short-range publicity goals?

K To announce specific events you are sponsoring
K To create greater public awareness of your organization’s activities
K To attract new clients or new members
K To expand your market to include new geographical areas
K To enhance your personal or organizational image
K To diversify your business
K To become a nationally known expert and thereby command higher fees for your services
K To turn your hobby into your career
K Other (describe):
__________________________________________________________________________________
__________________________________________________________________________________
2. Whom would you like to reach through your publicity?

K Small sets of localized or specialized customers
K Large groups of individuals or businesses with a specific interest
K The general public in a particular community
K The general public nationwide or even worldwide
K Other (describe):
__________________________________________________________________________________
__________________________________________________________________________________
3. Where do most of your clients or contributors get information about you and your colleagues or
competitors?
K Local newspapers
K Local radio and television
K National magazine coverage
Worksheet 2 — Continued
K National radio and television

K Other, including any specialized media (describe):
__________________________________________________________________________________
__________________________________________________________________________________
4. How much time are you planning to devote to your publicity efforts on a regular basis?
a. Daily: Less than one hour K
One to two hours K
b. Weekly: Less than one hour K
One to two hours K
Two to four hours K
c. Monthly: Less than one hour K
One to two hours K
Two to four hours K
Four to six hours K
f. SET UP YOUR PUBLICITY PLANNER

At this point you are ready to begin setting up your Publicity Planner.
1. Location
Designate part of an existing file or buy a new filing system to hold
your folders.
2. File folders
To start you’ll need approximately 25 file folders.

3. Labels
You can simply write on the tab of your file folders, or you might pre-
fer to type headings on labels. Begin by designating the following
folders:
N brochures
N business cards
N clippings and quotes
N correspondence
N industry news
N media list
N promotion ideas
N publicity photographs
N stationery
N computer files
N calendar system
You can choose a one-month grid, a wall display, a day-by-day
diary, or whichever calendar style suits you. If you already have a
business calendar, make sure it remains with your Publicity Planner.
Use it to schedule the actual time you will spend on your publicity-
related activities and to jot down any ideas that occur to you about
possible promotional activities in the future.
3
FINDING OPPORTUNITIES
FOR PUBLICITY
a. INTRODUCTION
There is no mystery to generating publicity in the media. Basically, it
is a simple two-step procedure. First, do or plan something notewor-
thy; second, notify the media of your accomplishment. The secret to
success lies in finding activities that not only draw public attention to
your enterprise, but also merit attention from the media.
In this chapter you will learn how to turn an ordinary venture
into an adventure — a dramatic, compelling, or exciting event that de-
serves being mentioned in the media. You will become an expert not
only in taking advantage of existing opportunities for free media cov-
erage, but also in creating your own opportunities.
b. LEARN WHAT THE MEDIA WANT

The first step in developing your publicity ideas is understanding
what the media want. What events are considered newsworthy
17
enough to be mentioned by the media? What types of activities are
frowned on by the press? Here’s a quick guide to acceptable practices.
1. Inform, educate, and entertain

Remember that journalists always need new material to fill the pages
of print and hours of broadcast time each day, but there are specific
requirements: to inform, to entertain, or to otherwise aid the audi-
ence in some way.
Whenever you are considering any promotional undertaking, first
Remember to plan an event ask yourself if it serves the public by informing, educating, or enter-
that can either educate or taining them. If not, look for a more suitable effort. Remember, too,
entertain the audience (or that if you hope to remain in the limelight for any extended length of
both!), without turning your time, you won’t be able to promote the same event over and over;
publicity into advertising. you’ll need to find something fresh in every approach to the press.
After all, the basic rule in
2. No self-serving or hard-sell tactics
getting publicity is that
you must do something Never think of publicity as advertising. A straight sales angle will in-
stantly doom your attempt as far as the media are concerned. In-
interesting!
stead, strive for journalistic merit by endowing your promotional
activity with either the timeliness of a news event or the warmth and
human interest of a feature story. As a rule of thumb, make sure that
you’re involved in a newsworthy activity, not merely espousing a self-
serving cause.
3. Local angle or national slant

Each medium is interested only in material that is meaningful to its
own audience. A nationwide television program, for example, will
generally present stories that have national impact, while community
newspapers prefer to feature articles with a local slant. The Internet,
on the other hand, tends to be organized by topic, rather than region.
The next chapter presents a complete picture of how the media in-
dustry is structured and what you can do to take advantage of it.
c. BECOME AN OPPORTUNIST
The basic rule in getting publicity is that you must do something inter-
esting. Don’t make the mistake of expecting free media exposure sim-
ply because you’re a nice person and you think your cause is worthy.
If you sit back and wait for something to happen, you might wait for-
ever. You need to go out and make it happen.
That doesn’t mean you must single-handedly save an entire ani-
mal species or invent an amazing new machine. But it does mean
that when you’re attempting to attract media coverage you need a
spark — a catalyst — to get things moving.
When you begin to make plans for your own personalized public-
ity program, your first option is to become an opportunist. By being
constantly aware of what’s happening in your local community, in
your own field of expertise, and in the mass media, you can make
news when there’s no news.
One way to get mentioned in the media is to be involved in a
news-making story. And even during those slow times when nothing
noteworthy is actually happening in your own business, you can gen-
erate interest in your enterprise by using the following handy hints
for making news.
1. Ride the coattails of a national trend

Ask yourself what fashion trend everyone is talking about; which
commodity is in short supply; what the latest food fad is. Then find
a way to translate that interest into an opportunity to gain publicity.
Perhaps you could decorate your store to coincide with a country
currently in the news; create a display of the newest look in chil-
dren’s clothing; or even dress your employees in costume to celebrate
some current event.
For instance, if ecological concerns are in the news and you own
a flower shop, perhaps you could arrange an educational window dis-
play showing how people can use certain plants to help improve the
ecosystem. A computer consultant could piggyback on a national
story about “technophobia” by announcing a course on “Overcoming
Fear of Computers.”
Even non-profit organizations can benefit from this technique.
For example, paramedics could turn news stories about the high
number of accidental drownings into a fundraiser for water safety
seminars. In every case, the main requirement is that the story be as-
sociated with some current event and that the promotional activity
not be commercially oriented.
2. Use statistics
If you ever notice headlines such as “More than one-fifth of the work
force runs a home business” or “Latest study confirms need for senior
Finding Opportunities for Publicity 19

citizen day care” about your own industry, you can link your public-
ity efforts to these statistics. Whenever you receive such information
in a trade publication or see a similar study in the news, put it in your
Publicity Planner for a possible promotional idea.
Alternatively, contact your industry association or government
agency and request information that could help you put together a
promotional event. A bookstore owner, for example, could quote sta-
tistics on illiteracy, and then notify the media that she plans to launch
a “Learn to Read” campaign by offering a free story hour once a week.
Similarly, a real estate agent could find out how many people fail to
quality for home loans and then present a low-cost seminar on
“Qualifying for a Home Loan.” With the statistics as proof of the
problem, the media would probably be happy to help publicize both
of these activities.
3. Take part in public events

Major public events that attract thousands of visitors, such as coun-
try fairs, automobile shows, and trade expositions, receive plenty of
free press by inviting the media to attend. You can get in on that cov-
erage by arranging some special exhibit, display, or demonstration of
Events such as country
your own to coincide with the event and then notifying the media of
fairs, automobile shows,
your plans.
and trade expositions
attract thousands of visitors
Whenever you sign up to participate in such an event, find out
who is in charge of publicity. Then call or write that person and ask if
— and lots of publicity.
you can put on some type of demonstration during the exhibition. If
To tap into this source of you sell cosmetics, offer to give a free beauty makeover; if you do
publicity, arrange to set up home improvements, volunteer to demonstrate a woodworking tech-
a display at the event, and nique; if you are an artist, propose painting a picture during the show
inform the media. and giving it away as a door prize.
If the sponsors of the show are agreeable, work with them to get
your name, or the name of your organization, into the publicity ma-
terial they are sending to the media. That way, when the reporters
and photographers show up to cover the day’s activities, they’ll head
right for your display because they’ll know about it in advance.
Even if the event’s promoters aren’t interested in your proposal,
you can still take advantage of the opportunity to attract attention. If,
for example, you will be displaying your wares in a booth, contact the
media in advance of the event and let them know where you’ll be lo-
cated, what you’ll be exhibiting, and that you’ll be available for an in-
terview.
With publicity there are no guarantees of coverage. But the effort
involved in public events is worth the time because journalists as-
signed to cover these events genuinely appreciate having a little ad-
vance information. You might not make it onto the evening newscast
every time by following these rules, but you’ll sure have a head start.
d. CREATE YOUR OWN OPPORTUNITIES

Your other option is to create your own publicity opportunities. With
a little creativity, you can make something newsworthy happen. The
following ideas illustrate different ways of doing this.
1. Aim for variety

You’ll need more than one good idea if you hope to stay in the media
spotlight. The key is diversification — constantly creating new op-
portunities. You can do this by developing a variety of strategies for
self-promotion and then targeting different media. For instance, a
bookstore owner might plan to issue a press release announcing that
a local children’s author has won an award and the book is for sale
in the store. As a follow-up, the store owner could plan to host the
author for an autographing session and invite the local radio or tele-
vision station to do an interview. The store’s Web site should then be
updated to highlight the major newsworthy activity, with informa-
tion about the featured author, and a link to enable Web visitors to
order online. To appeal to the TV cameras, the bookstore owner might
plan a character look-alike contest for children; and so on.
To make a lasting impression, you have to keep your name before
the public on every available front. However, with a little practice,
you’ll be able to sustain media interest by consistently finding new
methods of promoting yourself and your endeavor.
Instead of promoting the same events in the same way year after
year, look for new angles or attractions. Take advantage of the times;
make your promotions current. In an Olympic year, for example, a
candy store might display chocolates in the shape of Olympic medals.
Or a real estate office could hold a Halloween celebration in its park-
ing lot and give away free pumpkins to children in costume.
Once you begin your publicity drive in earnest, you won’t wish to
limit yourself to one or two promotional attempts. Fanning the
flames of public attention is exciting and you’ll probably find you
want to become adept at it.

Continually coming up with new angles for old stories, however,
can be tricky unless you know the secrets of attracting attention. On
the following pages are suggestions for a number of promotional ac-
tivities, most of which will work effectively for many different types
of pursuits. Study the recommendations, then think about ways in
which you can apply them to your own situation.
2. Make things happen

Consider the case of a dry-cleaning firm that had been in business for
several years. All but forgotten by the public in favor of newer stores,
the owner decided to try generating some interest in his shop. What
did he do? He notified the media that he was willing to take dona-
tions of old clothes, clean them, and donate them to the homeless
people in his town. The result was overwhelming. The dry-cleaning
shop was inundated with clothing. The owner was featured in the
local newspaper, shown on TV, and interviewed on the radio. By the
time the campaign ended, the owner had not only generated a great
deal of good will for his store, he had also gained a number of new
customers.
Of course, chances are you probably don’t own a dry-cleaning
company. But similar public-spirited activities are available to every-
one hoping to gain access to the media. You only need to know where
to find the opportunities and how to take advantage of the possibili-
ties they provide.
3. Consider a community good deed

Using your business to help You will find many positive publicity opportunities if you involve
the community, free of yourself in your community. You must make a sincere commitment if
charge, will result in lots of you expect to rely on your standing and reputation over the long run,
but if you are willing to give time, energy, and sometimes even
good will and free
money, there are community good deeds to suit every interest.
publicity.
Begin by examining the options that exist right in your own back-
yard. Look at your local schools, libraries, charities, and other com-
munity associations. First, try to determine which groups most need
your help; and second, think about where your own interests lie. To
achieve positive results with a campaign like this, you must believe in
the cause you have chosen.
After determining which community organization you want to
support, make your presence known by volunteering your services in
a leadership capacity. You can conduct a clean-up campaign, plant a
flower garden, or lead a collection drive.
Be enthusiastic, helpful, and, above all, visible, because although
you are working to help a cause, you are also endeavoring to become
well known in the community.
Many variations on the community good deed are possible, and,
with time, you will probably have a number of innovative ideas of
your own. But to get you started in the right direction, here are a few
examples of ideas that have worked for others. By no means are they
the only available options, but they will serve to give you insight into
what you should be striving to achieve.
(a) Adopt a charitable cause

Affiliating with a charity benefits everyone. Not only do you help
those in need, but you also profit by creating a positive image in the
public eye. Choose a cause you believe in, then make yourself useful
by contributing your valuable time or expertise.
One example of this type of activity is to notify your local news-
paper that you’re challenging the residents of your community to
help you raise a certain amount of money for a particular charity.
Then, after the money is collected, arrange to donate it in an official
ceremony. Later in this book you will receive specific instructions on
how to contact the media and interest them in the story of your chal-
lenge as well as in the photographs of your ceremony. Suffice it to say
that more than one business owner has managed to parlay a similar
situation into front-page news.
(b) Set up a beautification committee

For this type of activity, you don’t even need to join an existing or-
ganization. You can create your own project, complete it, publicize it,
and gain a reputation as a hard-working individual who gets things
done.
Depending on whether you are seeking local or national atten-
tion, your choice of a cause will vary. But as with all good deeds, it is
important to choose a goal you believe in and one which makes good
use of your talents.
Examples of this type of undertaking include painting the play-
ground equipment at a school, planting chrysanthemums in a park,

or building a gazebo in the town square. And once you make up your
mind what to do, be sure to notify the media according to the rules
you’re about to learn (see chapter 4). Remember that when you’re
engaging in publicity-oriented activities, it’s acceptable to take ap-
propriate credit for having originated the idea. Just be sure to men-
tion everyone who helped along the way.
(c) Establish an award

This is a technique that has been used by businesses and nonprofit
As the most savvy and groups for years to get their names in the news. In fact, many schol-
publicity-conscious people arships, tennis tournaments, business awards, and other prizes were
know, image is cumulative. actually designed to promote the givers as well as the receivers. De-
pending on the nature of your own endeavor you, too, might be able
Keeping yourself in the
to benefit from donating an annual award that recognizes the
public eye adds to your
achievements of others.
overall recognition.
Among the practically unlimited possibilities are such honors as
“Most Civic-Minded Teenager,” “Most Charitable Senior Citizen,” or
“Best Beautification Project by a Group.” You could give a certificate,
a trophy, or even a scholarship, but to attract media interest you must
be sincere in your presentation and the award must be well deserved.
If you think you might like to donate this type of award, plan to
hold a formal presentation ceremony and invite both the public and
the press.
4. Try the backdoor approach

Your hobby may be more interesting than your professional career;
your office building more interesting than your business. Capitalize
on those attention-getting novelties. Don’t make the mistake of
thinking that all publicity must focus directly on your occupation or
your organization.
As the most savvy and publicity-conscious people know, image is
cumulative. Keeping yourself in the public eye adds to your overall
recognition. And every positive contact with the media adds up to a
positive image.
So, go ahead. Promote the fact that you have the community’s
most extensive collection of tin soldiers or that your home is built on
the remains of a Civil War military headquarters. Somewhere along
the way, the press coverage will inevitably mention your business or
your occupation. Even if the connection isn’t direct, getting coverage
means you’ve scored a publicity hit.
One good way to do this is to watch for announcements of up-
coming shows, tours, or other public events showcasing such things
as historic homes, antique cars, art collections, or even hobbies. For
example, if you have a collection, contact the sponsors of a show and
see if they would be interested in making your collection part of the
exhibit. If so, take advantage of the opportunity to notify the media
and steer some of the publicity in your direction. You’ll get specific in-
structions on how to notify the media in chapter 5, “Preparing Pub-
licity Materials: The Press Release.”
5. Use the celebrity connection

You don’t have to invite an award-winning movie star to your place
of business to draw a crowd; local celebrities, including athletes, disc
jockeys, and authors, can bring in a lot of people. If you arrange to
have a celebrity event, make sure the local news media know about
it — in advance. If they’re interested in talking to your famous guest,
your place of business could show up on the front page.
Authors are usually happy to appear for free anywhere they can
autograph and sell copies of their books. But bookstores aren’t the
only places that profit from such promotions. Cookbook authors at-
tract customers to kitchenware stores, sports writers bring people to
sporting good stores, and fashion experts draw crowds to clothing
boutiques. One woman who owned a housewares store arranged for
a writer to conduct regular workshops right in the store. And a bank
had a financial writer sign autographs at the opening of a suburban
branch.
Try to contact celebrities such as athletes, journalists, or musi-
cians through their place of employment or their record companies.
With writers, it’s best to contact them through their publishing com-
panies. And if you ever attend a promotional event where someone
famous is appearing, introduce yourself and ask if you might invite
them to your place of business as well.
6. Join clubs
Joining clubs, associations, and organizations can afford you quick
access to the media spotlight in several different ways. But before you
decide which groups to join, think about which ones interest you the
most and which might provide you with opportunities for publicity.

Consider business and professional organizations; trade associa-
tions; home and garden clubs; sports and recreational groups; and
political affiliations. Then choose those that you can help the most
and those that can also help you.
Once you become a member, don’t just sit back and let the others
run things. Volunteer to head a committee, run for office, or set up an
event. Better yet, put yourself in charge of generating media coverage
for the group. As a spokesperson for your club, you can usually get
yourself quoted in the media. And in many cases, your business will
be mentioned as well.
7. Be a Web link
Explore the possibilities of getting a link to your Web site from other,
compatible Web pages. The people and companies you do business
with are a good place to start. Don’t be afraid to make contact, and
ask about linking up.
8. Use the calendar as a resource

Most people, in their personal lives, look forward to several special
days each year — birthdays, anniversaries, holidays. As a busi-
nessperson, anticipate special days, too, as a way to promote your
company.
(a) Holidays
If your store promotes Certain holidays, of course, are the highlight of retailers’ calendars.
lesser known "special" Some typical holiday publicity attractions include bringing carolers to
days — such as Secretary's a store at Christmas, giving away souvenir flags on patriotic holidays,
Day — instead of the
and collecting food for needy families at Thanksgiving.
well known holidays — If you’re going to tie your event or promotion to one of the major
such as Christmas — you holidays, however, just be aware that there will be a great deal of
will face less competition competition for attention.
for attention and therefore
(b) Almanacs
get more press for yourself.
What about lesser known “special” days? On Secretary’s Day, for in-
stance, an office supply store could give free flowers to office work-
ers. In leap year, on February 29, a jewelry store might hold an
unusual timepiece promotion.
To associate yourself with something out of the ordinary, sit down
with a novelty calendar or an almanac and find out what the offi-
cially declared commemorative days are. Then choose those that offer
you the best chance to promote your business in an unusual way.
(c) Anniversaries
Keep in mind, too, that big news events don’t just disappear, they
often resurface in “anniversary” stories. “Ten years after the eruption
of Mount St. Helen’s,” for example, practically guaranteed media at-
tention in some parts of the country.
So keep track of major events. When you contact the media about
your plans to celebrate that particular anniversary, you will be creat-
ing a good opportunity to be featured on the news.
Personal milestones make publicity possibilities as well. Marking
your first, tenth, or fiftieth year in business, for example, deserves at
least a mention in your local paper’s business pages. Some organiza-
tions schedule a celebration of their founding every year by putting
on a promotional event, such as inviting a local government official
to speak at a special ceremony or holding a “birthday” party and
inviting the public for cake and ice cream.
Others have found a successful promotional tool in rolling back
the price of some popular item to what it was when the business
began. Perhaps you could give away an inexpensive replica of some-
thing nostalgic that is tied to the anniversary of your organization. Or
you could commemorate an unusual fad that was popular the year
you started.
(d) Seasonal activities

Every business has its busy season. Because seasonal stories are
media favorites, arranging an exceptional promotion might earn you
some special press coverage.
But don’t think that this type of publicity must be glittery or
glamorous. In fact, it frequently works best when it involves plain
nuts-and-bolts occurrences. One heating and air-conditioning com-
pany, for example, manages to be mentioned twice a year in commu-
nity newspapers just by offering homeowner hints for preparing
equipment to withstand the heat of summer and cold of winter. Sim-
ilarly, a service station owner gives advice every year to the same re-
porter about choosing the best tires for winter driving.

Chimney sweeps parade through the pages of newspapers and
magazines every year just before cold weather sets in, giving advice
on keeping chimneys clean as a safety measure. And a cake decorator
calls her neighborhood newsletter every spring to offer a photograph
of one of her most romantic wedding cakes for its June cover picture.
(e) Internet events

Whenever you learn of an Internet event that relates to your specialty,
such as an upcoming online chat, make sure you note it on your cal-
endar. Then, you can join in the conversation and establish yourself
as an expert. At an appropriate time you can refer to your Web site,
as a resource.
e. FIFTY PERFECTLY PROMOTABLE IDEAS

In case you need a little help with your creativity, here are 50 sugges-
tions for promotable activities.
Remember, events occur on 1. Arrange an event

the Internet, too. If you
N If you have a storefront location, use your imagination to cre-
have a Web site, an Internet ate an unusual exhibit to lure shoppers and then notify the
event provides the perfect media. Depending on your kind of business, some possible
opportunity to mention displays include people posing as mannequins, pets available
your Web address. for adoption, a candy-making demonstration, or a fashion
show.
N Band together with neighboring business owners and hold a
“theme” event, such as “Spring Fling” or “Winter Festival.”
N Get together with other artists and crafts people and put on a
craft fair. Make it an annual event, include strolling musi-
cians, and add activities for children, and you’re practically
guaranteed a spot on the six o’clock news.
N Add dash to your grand opening with pipers piping, singers
singing, or dancers dancing, and you’re more likely to attract
attention.
N Sponsor a book-autographing session. A fabric store could
host a home-sewing author, a sporting goods outlet might in-
vite an athlete-author, and a children’s store could feature a
cartoonist. Contact a bookstore or a publisher to arrange sell-
ing the author’s books on your premises while the author is
there.
N Hold a wedding in your store, or even in your parking lot. Un-
usual wedding ceremonies are always being featured in the
media.
N Host a Web event, such as an online chat with a celebrity or
expert.
N If you are involved in any endeavor that might profit from the
clientele of senior citizens, inquire at your local seniors’ cen-
ters about presenting an educational or entertaining program
specifically designed for that sector of the market.
N Plan a celebration to honor your “5,000th customer” or other
milestone.
N Proclaim a special week devoted to whatever activity you
choose by contacting your local government. In one city, for
example, the proprietor of a mystery bookstore convinced the
mayor to issue a proclamation calling for “Mystery Readers’
Week.”
N Hold a contest that features children, such as a humorous
photo competition or a “baby race.”
N Host a “cook-off” and convince some local celebrities to act as
judges.
N Sponsor a health or safety seminar and offer CPR courses or
other valuable information.
N Consider off-beat holiday promotions like conducting a gar-
dening lesson on St. Patrick’s Day for people who want a
“green thumb” or decorating your shop for “Christmas in
July.”
N If you are seeking donations to support your activities, stage
a dramatic presentation showing how your efforts help peo-
ple, then invite the media and the public to observe.
N For the holiday of your choice, organize a decorated “Holiday
House” to raise money for your favorite charity. Include a tea
shop, a gift store, or any other enticements the public might
like, then notify the media of your plans.
N Hold a fashion show with a theme, such as “Dressing for the
Slopes” or “Putting Pizzazz into Pre-School Wardrobes.”

N Arrange a public service tie-in to your business. Some exam-
ples include conducting a blood donor clinic at your store,
having police officers available to fingerprint children, or ex-
hibiting the fire department’s home safety devices.
N Join together with other business owners in your area and
arrange for a magician, a clown, or musicians to entertain
shoppers during a special promotion marking a holiday or an
anniversary.
Making a donation — 2. Make a donation

whether to an individual, an N Hold a draw for a free prize and send a photograph of the
institution, or your town — winner to your neighborhood “shopper” paper.
is sure to generate some
N Give a scholarship to an exceptional student in the name of
publicity.
your firm.
N Mark a patriotic holiday by donating a flag to your town.
N Present some needed equipment to a local library, school, sen-
iors’ center, or recreation facility.
N Offer to award a door prize at any large gathering in which
you participate. Make sure your affiliation is mentioned.
N If your home town has a museum, donate an artifact for it.
But first make sure you set up an attention-getting ceremony
to mark the event.
N Give away free samples of something related to your business.
N Hold a draw for a free prize — the prize could be anything
from one of your own products to free tickets to a sporting
event. A free prize will undoubtedly draw public interest.
Then send an announcement of the winner to your commu-
nity newspapers.
3. Give — or get — an award

N Honor one of your own employees each month and send the
names and photographs of the winners to your local newspa-
per.
N Win an award and let the media know about it.
N Nominate yourself for any awards you are eligible to receive.
If you’re too modest to name yourself as “Best Person of the
Year,” have a friend or relative do it for you.
N Take a professional course and, when you complete it, an-
nounce your achievement in the press.
4. Make a long-term contribution to your community

N Become a volunteer in your school system.
N Establish a new organization and make yourself the presi-
dent. It can be social, business, professional, or community,
but it should benefit others.
N Offer classes — either free or low-cost — within your place of
business. You can teach the sessions yourself or hire an ex-
pert. Among the lessons some businesses have presented in
the past are Hawaiian dancing, candle making, computer pro-
gramming, and wallpapering techniques.
N Call your local government and offer to establish an arts pro-
gram to which you might donate your time or your works.
N Arrange to participate in, or organize, a volunteer program
through your local library.
N Learn to speak in sign language and offer your services to
hearing-impaired customers by notifying the media.
5. Stand out from the crowd

N Contact every local organization and find out how to get your
name listed as a community resource in their telephone di-
rectories. The media frequently use these guides as sources for
interviews.
N Participate in industry trade shows, keeping your eye out for
reporters who happen to be covering the event.
N Plan an auction to raise money for charity, and then volunteer
to be the auctioneer.
N Participate in a telethon to raise money for a worthwhile
cause. Make every effort to do an outstanding job and you
might be featured during the actual television broadcast.

N Highlight your hobby. Regardless of your business, you can
sometimes generate interesting media stories by becoming
active in local and national hobby clubs and activities.
N Participate in a television game show, and when you return
home, offer to tell the media all about your experience.
N Whenever you take part in events that are sponsored by oth-
ers, single yourself out by offering to give a demonstration,
conduct a workshop, or hold a prize drawing. Then contact
Giving presentations about
the individual in charge of publicity and make sure that your
event is mentioned in the news releases.
your field of expertise
to local clubs and N Join one or more chambers of commerce, boards of trade, vis-
organizations can be both itors’ bureaus, and other business-affiliated organizations.
When they sponsor events, be sure you’re a visible partici-
fun and newsworthy.
pant.
6. Speak or write about what you are doing

N Speak to clubs and organizations about your field of knowl-
edge. Emphasize consumer hints and provide audience mem-
bers with some sort of promotional item imprinted with your
company name. When approached professionally this can be
an especially successful activity. More specific advice is given
in chapter 13, “Public Speaking for Publicity and Profit.”
N Attend an important national or international conference and
write an article about it for an industry publication.
N Write an advice column for your neighborhood newsletter an-
swering common consumer questions regarding your type of
business. Make up two sample columns and present them to
an editor for consideration. Always include your Web address.
Further instructions are given in chapter 14, “Writing as a
Publicity Tool.”
N Send a consumer hint, or a list of them, to a magazine that
publishes such tips. If it’s printed, frame it and display it
proudly in your place of business.
N Offer yourself to an appropriate Web site as a chat guest. Sim-
ply send an e-mail message describing yourself as an expert
in your field, and volunteer to answer questions live online.
f. ADD TO YOUR PUBLICITY PLANNER
In this chapter you learned how to capitalize on existing events and
how to create your own opportunities for publicity. Before you con-
tinue, make sure you take the time to note the following information
for your Publicity Planner.
1. Promotion ideas
Original ideas, proven ideas, borrowed ideas, creative ideas — all of
them need to be written down and put into your “Promotion ideas”
folder so you have a wealth of options to choose from when it’s time
to launch your first campaign.
2. Calendar notes
All of the important events in your business life should be noted on
your calendar. Your industry’s conventions, your community group’s
activities, your business anniversaries, and anything else that might
be of interest should be recorded for future scheduling purposes. And
be sure to include information about possible national tie-ins as well
— holidays, sporting competitions, and any upcoming significant
events that could offer promotional opportunities.
3. Upcoming events
At this time you’ll want to label a file folder for “Upcoming events”
to hold all the information, schedules, and plans for upcoming com-
munity events — including those organized by other groups — in
which you might take part. At the same time, note the date(s) on
your calendar.

4
UNDERSTANDING MEDIA
ACCESSIBILITY
a. INTRODUCTION
By participating in promotional activities, you plant the seed that will
grow into publicity for you and your organization. But to receive pub-
licity, you need the media. Therefore, before you can actually plan a
campaign, you must understand how the media are structured so
that you can take advantage of the opportunities that exist for coverage.
In this chapter you will become acquainted with the levels of the
media, how accessible each level is to you, and how to make the most
of the media when planning your publicity campaign. Once you un-
derstand how the media work, you’ll have a clearer picture of the
publicity process.
b. START SMALL
The most common mistake people make in their first attempts at
publicity is aiming too high. Don’t expect to get exposure on network
35
television and in national publications with your first effort. You
might have heard a few stories of people who have catapulted
straight to national attention, but they’re too rare to be used as models.
In publicity, like business, there isn’t a recipe for “instant suc-
cess.” There are, however, proven methods for accomplishing your
goals: aim for realistic targets, then expand your skills to reach the
elusive ones. If you had unlimited time and financial resources, you
could send your press announcements everywhere. But since you
don’t, it makes sense to begin by understanding which media are
Like climbing a mountain, most accessible to beginning publicity-seekers.
you must start at the To understand the need to “start small” in your publicity pro-
bottom when breaking into gram, think of the media as a mountain range. The lowest levels —
the media. Deal with the those that are easiest for a beginning self-promoter to “break into” —
lowest, most accessible are like the foothills. They don’t require much effort, but you have to
levels of media before
get through them to proceed further up the slope.
aiming higher. As you continue the climb to higher elevations, each level de-
mands a little more expertise and reaching it gives you a little more
experience. Finally you get to the summit, the pinnacle for which you
were aiming from the beginning. This is an achievement you have to
earn. You can no more expect to reach the major media in your first
attempt than you could climb Mount Everest without experience.
Working your way through the lower levels of the media toward
the summit will give you five major benefits:
(a) You’ll learn how the news items that you send to the press
are transformed into mentions by the media. Every time you
succeed in generating coverage, you’ll gain additional insight
into what interests journalists and how they make use of
your material. In turn, this will give you a head start once
you’re ready to “climb” into the higher ranks of media expo-
sure.
(b) You’ll gain experience in handling interview and online chat
situations. Every time you speak to a reporter or other inter-
viewer and then see the result of that conversation in the
media, you will learn what to say and what to avoid saying.
By building from smaller media outlets to larger arenas, you
will have the opportunity to “practice” with small audiences
before attempting to make a name for yourself on a national
level.
(c) With each success you’ll have an addition to your “clippings
and quotes” file in your Publicity Planner, which will hold
copies of all your media mentions. And as you’ll learn in a
later chapter, those clippings will become the building blocks
on which you will base your “pyramiding” techniques for
garnering further publicity.
(d) You’ll gain credibility with members of the press each time
you are interviewed. If you perform well and give interesting
interviews, you’ll earn the respect of the media corps, and
they’ll want to feature you again. It is actually fairly com-
monplace for journalists and talk-show hosts to get their in-
spiration for articles and program ideas from other stories
they see in the media. With time, yours just might be that
story.
(e) Each time you reach new people on the Internet, you multi-
ply your contacts and visibility. You can parlay that into a
basic online mailing list for future endeavors.
c. LEVELS OF ACCESSIBILITY IN THE MEDIA

The print, broadcast, and Internet media can be divided into four lev-
els of accessibility. When you’re ready to launch your own publicity
drive, it will be important for you to remember these levels. For now,
simply be aware of the various classifications of the media and how
they are ranked. That way, you can target your promotional efforts in
a more structured fashion, constantly building your reputation and
increasing your visibility.
1. The broadcast media: Radio and television

All broadcasts are not created equal. You can turn the dial on your
radio or TV at any time and hear a combination of national programs
and local broadcasts. Some will welcome you to participate in their
shows; others will receive your message in the mail and politely ig-
nore it.
How do you know when you’ll succeed and when you’re just
spinning your wheels? It’s all a question of accessibility. With just a
little inside knowledge, you’ll understand that it’s easier to be on the
panel of a local half-hour public affairs TV show than to appear for
seven seconds on the national news. And, as you’ll discover, one can
lead to the other, if you know how to make it happen.
Understanding Media Accessibility 37

(a) Level one: Easy accessibility
The most accessible broadcast outlets for a beginning self-publicist
are right in your own backyard — or at least in your own community.
They include local cable television stations, low-wattage radio sta-
tions, and community announcements on regular TV stations.
Right now, for instance, you could get a message on a local broad-
cast “bulletin board” by just letting that radio or TV station know
what event you want to publicize and where and when it takes place.
These stations are especially receptive to events that are open to the
public, ones that are either free or very inexpensive. Watch for simi-
lar bulletin board announcements — broadcast on radio and TV or
sometimes printed across the bottom of the television screen — and
use them whenever they are appropriate.
In nearly every North American city that has cable television,
there are opportunities for publicity through community access cable
programs. This television time is open to anyone who wants to get
out a message, as long as the message is not commercial, obscene, or
illegal. Cable access is perfect for announcing a fund-raiser, promot-
College radio and TV
ing better health and safety practices, offering consumer tips, and
stations are very receptive generally providing information of interest to the community.
to airing announcements,
The broadcast time on local access cable television is free, but you
input on community affairs,
might have to do some work to help “produce” your message. That is,
and expert advice, so go
you might be asked to make the actual announcement on camera, to
ahead and contact them! read it into the microphone, or to bring in photographs to be shown
while the announcement is made. But every station that offers such
broadcast time will help guide you through the process, so you’ll
learn a new skill that might even benefit you in future publicity at-
tempts.
There’s more to local broadcasts than just the do-it-yourself pro-
grams, however. College radio and TV stations are busy filling hours
of on-air time with local guests and participants. These broadcasters
are the ones most receptive to your local announcements, your input
on community affairs, and your expert advice about your speciality.
The same is also true for the television programs produced by volun-
teers at your community access cable stations. If you can interest
them in your topic, you’ll probably find yourself being interviewed on
local programs more than once.
To be invited to participate in these broadcasts you need only
come up with a topic of interest and then notify the stations of your
availability as a guest. The trick is to package your proposal properly.
The next four chapters will help you prepare your material for pres-
entation to the media.
Do well on local programs and you’re likely to be called back. You
may even become one of the regulars. The result? You will gain con-
fidence, on-air experience, and a better understanding of what inter-
ests broadcasters.
In addition, after you’ve been on several local broadcasts, you’ll
learn which questions are asked most often and you’ll begin to an-
swer with ease. In other words, you will have taken your first steps
up the mountain.
(b) Level two: Moderate accessibility

Local radio and TV programs, produced by a professional staff, may
be more difficult to reach, but access is not beyond reasonable expec-
tations. Again, these broadcasters are always looking for participants for
their panel discussions or interesting feature stories for their programs.
In many cases the producers or hosts find their guests by listen-
ing to and watching other programs or reading about individuals in
local newspapers and magazines. These broadcasters are certainly
willing to listen to anyone who offers fresh ideas for interesting cov-
erage. The programs most likely to be accessible are the ones called
“public affairs” programs, the traditional round table discussions
about a topic of interest to the community.
Of course, every locality has its own mix of radio and television
broadcasts, and your community may — or may not — have other
moderately accessible programs. Among the most common are:
N Very early morning news programs with live interview seg-
ments
N Morning talk shows
N Call-in programs that allow listeners or viewers to ask ques-
tions of the guest(s)
N Afternoon or early evening newscasts with time devoted to
live interviews
N Locally produced talk shows that feature one or more guests
at a time

N Community programs focusing on less-than-famous individ-
uals with interesting stories to tell
What makes these programs so accessible to you is that they are
produced in the community, for the community. These are not the
programs that feature the presidents of international manufacturing
firms or the heads of governments. If you can present yourself and
your topic in a way that will appeal to the intended audience, you
have a good chance of being invited to appear on one or more of these
programs.
As you climb the media
mountain, the competition (c) Level three: Accessibility at the expert level
for space gets tougher. As you climb the media mountain, the competition for space gets
Suddenly, you run into tougher. Suddenly, you run into roadblocks and “traps” intended to
roadblocks and “traps” prevent access to the higher levels. Major metropolitan broadcasters
intended to prevent access — talk show emcees and news anchors — simply don’t have time to
respond to all the requests from people who want to be on their pro-
to the higher levels.
grams. They have to deal with the major issues of the day, so reach-
ing them directly is no longer a possibility.
But there are ways to gain access to this third level of broadcast
outlets and their wider audience. One way is through specialty pro-
gramming — shows that deal with limited topics. These might be na-
tionally syndicated programs or cable television shows. They might
be ethnic newscasts or special-interest shows (on dogs, say, or gar-
dening) or programs that focus on a narrow topic such as trout fish-
ing. Many of these programs are looking for guests who know about
a specific field.
Some of these shows are done at the major metropolitan televi-
sion and radio stations; others are put together at private facilities
called production houses. Whenever you notice a special-interest
show for which you believe you are qualified, call and get the pro-
ducer’s name so you can inquire about appearing. But make sure
you’ve made it high enough on the mountain to have earned a posi-
tion on the program first.
But remember, this is not for media beginners. You need to have
experience before you make that call. You’ll want to know what kinds
of things broadcasters respond to. Success at levels one and two will
give you that experience.
At this level of accessibility are the major programs in your area
that draw celebrities and prominent people as guests. These programs
are higher profile and more competitive. To convince the producers to
include you, you must have a message of widespread interest and the
ability to convey it. Individuals who are invited onto these programs
usually have a good track record. The producers have usually seen
them being interviewed or read about them and have confidence that
“this guest can handle the demands of our broadcast.”
Major newscasts in your area might be slightly more accessible
than celebrity shows. In large cities, the television and radio news
programs touch on many topics besides news, often including human
interest and feature stories. If you have a story that attracts the at-
tention of broadcasters at this level, the producer will sometimes
“check out” your story by sending a video crew or a reporter. Even a
very brief appearance can actually be your “audition” for longer pro-
grams and lead up to the next level.
(d) Level four: The big time

The national media, from network newscasts to national talk shows,
are the very peak of the media mountain. And although you can con-
sider appearances on national programs as long-term goals, don’t
waste energy trying to get there until you’ve mastered the media at
the lower levels first.
As a rule, the national media simply are not directly accessible to
small businesses, individual professionals, or local organizations. Pro-
ducers for these programs can turn to the most renowned experts on
any subject. Why should they spend time conducting “pre-interviews”
to determine if a self-employed bridal consultant would be a suitable
guest when the managing editor of the biggest international bridal
magazine is available? Which one carries more weight with the pub-
lic? Which is the proven winner?
If it is your goal to reach this level of media exposure, you will
have to make publicity your single most important focus. You will
need to start with small outlets and work your way to the bigger ones
until you are the nationally known expert in your field.
A major news event might fall into your lap. Don’t put it outside
the realm of possibilities. But it is unlikely that you will get to the na-
tional broadcast arena until you are truly a media expert.

2. Print media
Print publications can also be divided into categories by levels of ac-
cessibility. While you can easily place an announcement in your
homeowners’ association newsletter, for example, you would proba-
bly find it extremely difficult to persuade a national magazine to do
a feature article on your business.
However, once you have been showcased in the local print media,
you can use that experience to approach more prestigious publica-
To be chosen for coverage
tions.
in a weekly newspaper,
trade association
publication, or business When you think about publicity, never overlook any local sources that
might mention you in print. These include club newsletters, church
newsletter, you need
bulletins, local business association newsletters, neighborhood an-
to have an especially
nouncements, or any other small publications of only a few pages.
interesting tale to tell. The Most of them don’t have room for long messages, but you can cer-
more community oriented tainly make use of them to publicize your new business, fund-raising
and less commercial your activity, or professional award.
story is, the better. Equally accessible for first-time self-promoters are high school
and college alumni magazines. In fact, most of them are begging for
submissions and frequently publish a request for information. One
woman who brought herself to the attention of her university’s mag-
azine was featured in a half-page story in which she managed to
mention her new service business six times.

Many print outlets must be classified as moderately accessible be-
cause although they will publish as many announcements as they
have room for, they receive too much promotional material to feature
everyone who wants to be mentioned.
Weekly newspapers, community papers, local trade association
publications, and the newsletters of national business and social or-
ganizations are all moderately accessible. To be chosen for coverage,
you need to have an especially interesting tale to tell. To make your-
self more appealing to these publications, remember that the more
community oriented and less commercial your story is, the more
likely you are to be singled out for special treatment.
(c) Level three: National special-interest publications
Special-interest publications are a growing source of accessible pub-
licity. These publications can be either newspapers or magazines, but
they always focus on one subject, such as mysteries, antiques, crafts,
birds, hobbies — the list is very long. All special-interest publications
have one thing in common: the editors welcome input from readers.
You can probably break into print fairly easily with a letter to the ed-
itor or a handy hint about something in your field. If you have your
heart set on a feature article, however, you must have climbed far
enough up the media mountain that you rank as a specialist in your
field.
National trade publications, association magazines, and profes-
sional journals such as those devoted to the business of builders,
lawyers, or accountants are also fairly high on the media mountain.
They, too, have a long list of experts to interview when they prepare
feature stories. Once you’ve been written up in several of your home
town publications, however, these publications tend to look more fa-
vorably on you.
(d) Level four: Big-city newspapers

and national magazines
You’ll know you’ve reached the top of the print mountain when
you’re featured in major metropolitan newspapers, national news
magazines, or best-selling general interest magazines. Their writers
and reporters keep files of interview sources that include the top ex-
perts in each field.
Whether you’re an author, a business owner, an athlete, a musi-
cian, or a consultant, you must earn your place on their pages. And
the best way to accomplish that is to make publicity a part of your
overall program for success. After you’ve been mentioned in all of the
lower levels of the media, the top-ranking print journalists will start
calling you, too.
3. World Wide Web

Like the other media, the Internet offers different levels of exposure,
depending on your resourcefulness, and experience. Working your
way up on the World Wide Web can lead to international visibility
and all the benefits that entails.

The most basic step in your Internet efforts is the creation of your
own Web site, touting your organization, products, or expertise. Web
sites can be as simple or elaborate as you have the time and ability to
make them. But even the simplest Web page must be graphically ap-
pealing and user friendly. And above all, update, update, update. It
can be disappointing to your visitors to see that you haven’t kept up
with current ideas and events. You lose points, and maybe even fu-
ture visitors.

Reach out beyond your own Web address. One way to do that is to es-
tablish links with other Web sites. You can also add links to related
topics from your site. That way your site becomes a more valuable re-
source to visitors.
And, you can get more involved through online chats. Such chat
opportunities are not the place for hard sell tactics, but you can pro-
mote yourself or your group, by referring to your product or organi-
zation when it’s appropriate. Remember, you are trying to be helpful
and informative.
(c) Level three: Search engines

Search engines can draw people to the latest article or discussion on
To begin getting publicity your Web site. It could be worth your time to investigate the best
on the Internet, build a ways to get listed prominently on the most popular search engines.
Web site. Remember to Make sure you keep current, and appear under as many headings as
possible.
update it frequently, to
show that you're staying on
(d) Level four: The major home pages
top of current events.
On the World Wide Web, the highest degree of exposure comes from
the Internet Service Providers that have the most subscribers. Getting
a link on the home page of one of these ISPs can send your visibility
to new heights. Once you’ve established your own Web page, with
links to and from other Web sites, and are listed on some significant
search engines, you’re ready to start aiming for the big time.
d. WORK YOUR WAY UP
Getting publicity means seeking media attention for your business,
your cause, or yourself. But as you strive for that attention, keep in
mind that because of the way the media are structured you must
work your way up from the lowest levels of accessibility to the highest.
This knowledge will help you save time and effort you might oth-
erwise waste by aiming at inappropriate targets. By planning ahead
and building your program in an organized fashion, you stand a bet-
ter chance of achieving success.
As you climb the mountain that represents achievement in the
media, spend time at every level because all publicity is valuable.
Each time your name is mentioned, you gain — whether it is public
recognition, new customers, or additional contributors.
Learn all you can before you move higher, and when you reach
the top, your achievement will be even more meaningful because you
will know how many obstacles you’ve overcome to get to your goal.

5
PREPARING PUBLICITY
MATERIALS: THE PRESS
RELEASE
a. INTRODUCTION
After you have made some decisions about possible promotional ac-
tivities, and once you are familiar with the concept of media accessi-
bility, it’s time for the next step in the publicity process: notifying the
media. Because the competition for coverage is intense, it is impor-
tant to understand the rules for contacting the press.
The single most important tool for communicating with the
media is the press release, or news release as it is also known. Every-
one who wants to generate publicity needs to know how to write a
press release. If you are hoping for high visibility, promoting yourself
to the media is not only acceptable, it is imperative. Business owners,
consultants, magicians, artists, authors, musicians, and even non-
profit organizations are no longer sitting back and waiting to be no-
ticed. They are taking the initiative by sending attention-getting
press releases, and so can you.
47
This chapter will explain the purpose of a press release, how to
write press releases for all occasions, and ways to make your press re-
leases stand out from the rest. A worksheet will aid you in compos-
ing your own releases and samples will serve as guidelines for you to
follow.
Then, because press releases are such an integral part of any pub-
licity effort, later chapters in the book will address related topics, in-
cluding where to send your press releases, sources for finding names
and addresses, instructions for following up on your mailings, when
to send your announcements, and how to incorporate them into your
overall publicity program.
Although writing press releases on a regular basis may sound
daunting to you now, be assured that the step-by-step directions pro-
vided in this chapter were especially designed to turn you into an ex-
pert. By adhering to a few simple rules, you will soon be sending
press releases that have what it takes to gain positive publicity for you
and your organization.
b. WHAT IS A PRESS RELEASE?

The press release is the By definition a press release is simply a statement prepared for dis-
single most important tool tribution to the media. In appearance it looks like a business letter,
for communicating with the while in content it more closely resembles a newspaper article.
media. Its purpose is to Like a letter, a press release is a message typed on business sta-
give journalists information tionery. It is usually no more than one or two pages long and it is sent
that is useful, accurate, and to individual members of the media — most often to print editors,
interesting. broadcast producers, and television news assignment editors.
But unlike a letter, a press release never includes a salutation or a
signature. It is an impersonal, straightforward statement about your
activities.
The purpose of a press release is to give journalists information
that is useful, accurate, and interesting. It represents your first con-
tact with the press each time you hope to be mentioned in the media.
Whenever you open a new office, win an award, sponsor a signif-
icant event, plan an unusual celebration, reach a milestone, or intro-
duce a unique product, you deserve recognition. To gain that
recognition and to start the publicity ball rolling, you need to notify
the media.
Although you might be tempted to place a phone call or write a
letter, use a press release. This is the method of communication that
the media expect and are best equipped to handle. It doesn’t matter
if your goal is a brief announcement in the pages of a neighborhood
newsletter, exposure on the evening news, an article in your daily
paper, or a guest spot on a TV talk show, the place to start is by send-
ing a press release.
The use of press releases has become so widespread in the media
today that dozens of them arrive daily at even the smallest newspa-
pers and radio stations. Major media outlets receive hundreds of re-
leases daily. In fact, industry insiders estimate that nearly half of
what passes for news today actually originated as a press release.
Now turn to Sample 1 to see what an actual press release looks
like.
c. RULES FOR WRITING PRESS RELEASES

Press releases must conform to an established format because, with
so many arriving daily, journalists don’t have time to wade through
material that has been improperly prepared. You must meet their ex-
pectations if you hope to have your releases read. Once you become
familiar with the form, however, you won’t find it difficult to write
press releases because they all follow the same basic pattern, regard-
less of subject matter. The following guidelines will help you prepare
press releases according to the basic pattern.
1. Style
In theory, the press release is your opportunity to tell the media all
about your latest endeavor. But in practice, it is not actually written
from your personal point of view. Instead, it is prepared by you as if
you were a newspaper reporter interviewing yourself. Intended to be
printed or broadcast in the media exactly “as is,” without changing
even one word, a press release must be written in journalistic style
from start to finish.
For this reason, you must always refer to yourself in the third per-
son — as “he” or “she” — in your own press releases. The personal
pronouns “I,” “me,” and “mine” should never appear in an an-
nouncement unless you are actually quoting yourself and your state-
ment is set apart in quotation marks.
Preparing Publicity Materials: The Press Release 49

SAMPLE 1
PRESS RELEASE
ANYCOMPUTER COMPANY
0000 Raincloud Street
Anycity, Anystate 00000
Telephone: (555) 555-5555
Fax: (555) 555-1111
E-mail: Aanyone@anycomputer.com
PRESS RELEASE
April 1, 20— Contact: Albert Anyone

For Immediate Release Days: (555) 555-5555
Evenings: (555) 555-1212
Anycomputer Company Offering Free Workshops
Albert Anyone, president of Anycomputer Company in Anycity,

Anystate, has announced a series of free computer workshops to be held
at the Anycomputer store at 555 Middle Street beginning Monday,
April 24, 20—.
An introductory course designed for those who want basic information,
the two-hour workshops will be conducted from 7 p.m. to 9 p.m. on
Mondays and Thursdays only. Topics to be covered include selecting
software, getting the most out of word processing, using spreadsheets,
making an address book, and using search engines. Teachers will include
Mr. Anyone as well as company sales counselors Sam Samms and Brenda
Brenn.
-more-
Sample 1 — Continued
Computer
A graduate of Anystate University with a degree in computer

engineering, Mr. Anyone founded Anycomputer Company in 1999 and has
earned several industry awards for his firm’s innovative programs in
consumer education.
Reservations are required for the computer workshops. For further

information or reservations phone (555) 555-5555 or visit the Web site,
anycomputer.com.
-end-

In addition, you need to begin with the most important facts, fol-
low up with slightly less important information, and end with the
least important data. That way, if the editor has to shorten your state-
ment, the last sentences or paragraphs can be cut without losing the
main impact of the announcement.
2. Appearance
The appearance of your press release is important because it must
compete with many other pieces of mail for a journalist’s attention.
Your press release will be It pays, therefore, to make your missives as attractive as possible.
competing with many other Proper appearance doesn’t mean an expensively printed product on
pieces of mail for a high-gloss paper, though. All that is required is a neatly typed notice
that shows you have paid attention to preparation. Sloppy presenta-
journalist's attention, so
tion tells the recipient that you don’t care very much about the way
make sure it is neat,
your company appears to others. And if you don’t care, why should
professional looking, and anyone else?
easy to read.
Pay attention to the following three aspects of appearance: the
design of your letterhead, the legibility of the printing, and the lay-
out of the page.
(a) Letterhead
Always print your press releases on business letterhead stationery
pre-printed with the name, address, Internet addresses, and phone
numbers of your organization. If you are sending a fax, make sure
your letterhead will reproduce well. For e-mails, keep your design
simple to minimize the recipient’s wait time, and maximize their first
impression.
(b) Legibility
Print all your announcements in easy-to-read, standard font styles.
Avoid the elaborate or gimmicky styles, which are too hard to read.
Because members of the media are required to do a great deal of read-
ing, they prefer clear, sharply produced type rather than exotic print
styles.
(c) Layout
Keep the layout simple and easy to read. Stick with one font style for
the body of the news release, and use a standard style size font: 12 to
14 points is the preferred size. Allow margins of at least one inch on
every side. Also, for visual appeal, center the information on the page.
3. Writing headlines
Don’t underestimate the importance of the headline on your news re-
lease, or the subject line if you’re sending e-mail. Strive to capture the
recipient’s imagination so that he or she will want to read the rest of
the release. A headline that grabs the reader’s attention can help cat-
apult your news release into a front-page feature story.
Although writing headlines is an art, you can pick up some of the
techniques by perusing your daily newspaper for clues. And even
though the headline you create will probably never be seen by the
public because most people in the media prefer to write their own, a
headline can be helpful in making the media take notice.
But if you just can’t come up with a short, snappy statement, here
are four quick tricks to help.
(a) Practice alliteration

“Pet Pooch Ponders Prestigious Prize” could headline a press release
announcing an award won by a business owner’s dog. (This is also an
example of using the “backdoor approach” to getting your name in
the news.)
(b) Make use of a pun

Some situations seem to lend themselves ideally to a humorous play
on words, such as, “Candy Maker Knows Sweet Smell of Success.”
(c) Offer “inside” secrets or consumer hints

“Boomtown Bridal Store Owner Offers Secrets of Wedding Success”
or “Raintown Electrician Holds Seminar on Hidden Household Haz-
ards” would probably attract more attention than such plain state-
ments as “Bridal Store Sells Wedding Dresses” or “Raintown
Electrician Wants Your Business.”
(d) Use a colon

This simple shorthand technique allows you to state the subject of
your press release right up front in one or two words. A financial con-
sultant announcing the opening of a new office might write, “Finan-
cial Consulting: Mytown Resident Offers a New Perspective.” Or an
appliance store owner could introduce a new product with the head-
line, “Dishwashers: Mycity Store Owner Introduces the Latest Look.”

4. Grammar and format
Press releases are subject to the normal rules of standard English
grammar from paragraphing to punctuation. Because those submis-
sions that require the least editing are the ones most likely to be used,
you’ll boost your chances for success by following these suggestions:
(a) Be brief. One page is the preferred length, two the maxi-
mum. If reporters want more information, they will call or e-
mail you.
Keep your press releases (b) Use simple, declarative sentences and avoid flowery lan-
brief and easy to read. guage. Don’t use five words when one will do. If you put your
facts in order, you’ll find that your announcement practically
writes itself.
(c) State your information in a straightforward fashion by stick-
ing to facts and avoiding personal opinions. Never say
“Cloudburst Car Wash is the best in town” or “You’ll love the
service at Tock’s Clock Shop” because those are statements of
opinion. Instead, say “Tock’s Clock Shop has been in busi-
ness since 1948,” or “Cloudburst Car Wash was honored for
its on-time performance by the car wash industry.” Those are
facts.
(d) In references to the time of day, always include either a.m. or
p.m. in lowercase letters. The only exceptions are 12:00 mid-
night and 12:00 noon, which should be written simply as
“midnight” and “noon.”
(e) Never abbreviate the first time you refer to something or
someone, except for a.m., p.m., and titles, such as Dr. It’s ac-
ceptable to abbreviate in a second reference. For example,
spell out the name and add initials in parentheses the first
time you refer to the “Neighborhood Beautification and En-
hancement Committee (NBEC),” but in the next mention
use only the initials, NBEC.
(f) The first time you refer to an individual, spell out the entire
name, such as Dr. William Wellness. After that, the appropri-
ate title and the last name only may be used (Dr. Wellness).
(g) Use the names of both the city and the state or province
when referring to a location.
(h) Whenever you mention a day, be sure to write the date, in-
cluding the year. Unfortunately, in some newsrooms, old
press releases have surfaced long after their intended date for
publication and accidentally been printed. Including the year
can help to prevent any unexpected problems.
(i) Never use insider jargon. Words that have meaning in one
particular industry are often meaningless to the general public.
5. A sample layout
Although press releases will vary from event to event and from writer
to writer, all of them should conform to the standard layout illus-
trated in Sample 2. Features of this layout that you should particu-
larly note are indicated in the sample by letters in parentheses — (a),
(b), (c), and so on. An explanation of each feature can be found in
the following text:
(a) Always use business letterhead with the name, address, tele-
phone numbers, and Internet address of your firm or organ-
ization. This not only adds an air of legitimacy to your
endeavor, it also provides the recipient with the correct
spelling of your organization’s name, your address, and your
telephone numbers.
(b) Print press releases on one side of the paper only, with mar-
gins of at least one inch all the way around.
(c) Begin your message by centering the words “PRESS RE-
LEASE” (all in capital letters) approximately two lines below
the business heading.
(d) Two lines below the words PRESS RELEASE, type the date at
the left-hand margin.
(e) If your announcement may be published right away, type
“For Immediate Release” directly below the date. If you
would like the information held or “embargoed” until a spe-
cific date, type “For Release After (fill in the date, including
the year).” Just be aware that not all media will honor an
embargo.
(f ) On the same line as the date, beginning in the center of the
page, type the name of the person the media may contact for
more information, as follows: “Contact: (Fill in the first and
last names).” If you are self-employed, you will undoubtedly
want to be the contact person. If you are part of a large or-
ganization or coalition, however, you need to designate an of-
ficial spokesperson before you send out your first release.

SAMPLE 2
PRESS RELEASE — LAYOUT
ANYCOMPUTER COMPANY
0000 Raincloud Street
Anycity, Anystate 00000
Telephone: (555) 555-5555 (a)
Fax: (555) 555-1111
(b)
PRESS RELEASE (c)
(d) April 1, 20— Contact: Albert Anyone (f)

For Immediate Release Days: (555) 555-5555 (g)
(e)
Evenings: (555) 555-1212 (h)
E-mail: Aanyone@anycomputer.com (i)
Anycomputer Company Offering Free Workshops (j)
Albert Anyone, president of Anycomputer Company in Anycity,

(k) (l)
Anystate, has announced a series of free computer workshops to be held
at the Anycomputer store at 555 Middle Street beginning Monday,
April 24, 20—.
An introductory course designed for those who want basic information,
the two-hour workshops will be conducted from 7 p.m. to 9 p.m. on
(m)
Mondays and Thursdays only. Topics to be covered include selecting
software, getting the most out of word processing, using spreadsheets,
making an address book, and using search engines. Teachers will include
Mr. Anyone as well as company sales counselors Sam Samms and Brenda
Brenn. (q)
-more- (r)
(u) ——
(s) Computer
2 (t)
A graduate of Anystate University with a degree in computer

engineering, Mr. Anyone founded Anycomputer Company in 1999 and has (n)
earned several industry awards for his firm’s innovative programs in
consumer education.
Reservations are required for the computer workshops. For further (o)
information or reservations phone (555) 555-5555 or visit the Web site,
anycomputer.com.
-end- (p)

And it must be understood that the person you choose has
the authority of the organization to speak with members of
the media in representing the group.
(g) Directly underneath the name of the contact person, type
that person’s daytime telephone number, including the area
code, as follows: “Days: (555) 555-5555.”
(h) On the next line, directly below the daytime number, type
that person’s evening telephone number, as follows:
“Evenings: (555) 555-1212.”
(i) On the next line, provide the e-mail address that will be
used. Make sure it is an address from which mail is retrieved
frequently.
(j) Skip a line and type a one-line headline to help the recipient
understand the subject of your release.
(k) Double-space and begin your announcement, indenting all
paragraphs.
(l) In the first paragraph, the writing should conform to basic
newswriting style, telling who, what, where, and when.
(m) The next paragraph should include a brief description of the
project, event, company, or product being promoted, includ-
ing any facts pertaining to its significance.
(n) The third paragraph should be a concise biography of the
main individual involved.
(o) When suitable, end with the sentence, “For more informa-
tion, contact (fill in name) at (555) 555-5555.”
(p) At the end of the announcement, below the final sentence
and centered between the right and left edges, type “-end-.”
If your release is longer than one page —
(q) Don’t break a paragraph or sentence at the bottom of a page.
Just rearrange the material to look nicely centered on the
first page and begin again at the top of the second page.
(r) Type “-more-” at the bottom of each page to indicate that
there are more pages.
(s) At the top of every page except the first, type a one-word
heading — one line below the top of the page and one inch
from the left-hand edge of the paper — to identify your re-
lease in case the pages become separated after they reach the
media. Typically, the heading should be either the name of
the event or organization that is the subject of the release,
such as “Fair” or “Cakes.”
(t) Number the pages consecutively at the top. It is not neces-
sary, however, to number the first page.
(u) Staple the pages together.
If you adhere to these instructions, you can be confident that your
press releases will look their best and receive the most consideration.
Now it is time to practice writing your first press release. First,
use Worksheet 3 to organize your material. Then write your press re-
lease using the format outlined in Sample 2.
d. ALWAYS DOUBLE CHECK

When you send a press release, it signals three things to the recipi-
ent: you have a newsworthy announcement; you have taken the time
to present your information clearly and concisely; and you are ready
to answer further questions on the subject.
Don’t take any chances on losing your opportunity for press cov-
erage. Before you send your messages to the media, make sure they’re Always proofread your
correct in every detail. There is nothing worse than having to call a press release carefully
newsroom and explain that an error exists in your announcement.
before sending it to the
Not only is it embarrassing, it can be very costly, because the reporters
media. Mistakes can cost
you call will probably never trust your releases again.
you your reputation with
Even if you think your press release is technically perfect, always reporters!
proofread your final copy one last time. A high quality product can be
your key to fame and fortune. Checklist 1 has been designed to help
you review your press releases. Taking the time to double check your
work can pay off in the end.
e. TIPS TO MAKE YOUR PRESS RELEASES SPARKLE

Now that your first press release is written, take a critical look at it.
Is it interesting? Does it make you want to read on? Remember, your
press release is competing with many others for attention in the
newsroom. You need to add a little “oomph!”
How can you do this? Members of the media always want to
know what’s unique, special, or different about your story. Learn to
emphasize what makes your event notable. Are you giving an award

WORKSHEET 3
WRITING A PRESS RELEASE
Each time you need to send a press release, begin by writing down the answers to the questions
below.
1. What is the main point you want to make in your press release?
_____________________________________________________________________________________
2. What are the major elements of your story?

Who? ________________________________________________________________________________
What? _______________________________________________________________________________
Where? ______________________________________________________________________________
When? _______________________________________________________________________________
How? ________________________________________________________________________________
Why? ________________________________________________________________________________
3. If you are introducing a new product, selling a service, or sponsoring an event, how much does
it cost?
_____________________________________________________________________________________
4. Are there any special features (e.g., free admission for children under 12 or discounts on food for
senior citizens)?
_____________________________________________________________________________________
5. What are the activities you have planned and the specific hours for each?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
6. Are there any restrictions?

_____________________________________________________________________________________
7. What are the other newsworthy aspects of this event, activity, or announcement?
_____________________________________________________________________________________
_____________________________________________________________________________________
CHECKLIST 1
REVIEW YOUR PRESS RELEASE
Before you send your press releases, review this list to make sure you have prepared them properly.
1. Did you use letterhead?
2. Have you included the release date and contact person?
3. Does the page look neat and visually balanced?
4. Have you stated the four basic facts — who, what, where, and when — in the first paragraph?
5. Is there a genuine newsworthiness or public interest element to your announcement?
6. Have you proofread for spelling, grammar, punctuation, and accuracy?
to the oldest or youngest person in the field? Are you starting a com-
pany in the “fastest-growing sector of the industry?” Do you offer the
“only service of its kind within 200 miles?”
Sample 3 is an example of a news release that highlights the un-
common aspects of an automobile exhibit. Note the use of the words
“unusual,” “first,” and “unique” in the release. These are the kind of
words that catch a journalist’s attention.
As you read Sample 3, and others throughout the book, watch for
the phrases that add sparkle. They generally fall into four categories.
1. Factual superlatives
Be sure you are accurate, but if you can honestly describe your event
or product as the largest, the smallest, the newest, the oldest, even the
second largest, or one of the oldest, you will make your story stand out.
2. Quotes and reactions

Quotations and reaction statements add color, because they are the
only acceptable way to use subjective language and exclamations.
Without quotes in a news release, for example, you would be limited
to stating, “Miss Smith-Smythe received the annual Garden Club
award.” On the other hand, by quoting yourself you could write,
“Miss Smith-Smythe accepted the annual Garden Club award saying,

SAMPLE 3
BASIC PRESS RELEASE
AUTO CAR RESTORATION INC.

1234 RUN ROAD
OURTOWN, NEBRASKA 00000
Telephone: (555) 555-2222
Fax: (555) 555-1111
E-mail: aauto@autocarrestoration.com
PRESS RELEASE
May 5, 20— Contact: Albert Auto

Evenings: (555) 555-1212
The Oldest Traffic Jam in Town
As 150 antique automobiles converge on Market Square in Ourtown,

Nebraska, for a weekend exhibit, it will look like a traffic jam out of the past.
Scheduled for Saturday and Sunday, May 27 and 28, 20—, from 10 a.m. to
5 p.m., the two-day event will feature a number of unusual models.
Original Quantum Cars — polished to look like new — will be
displayed side-by-side with the first luxury automobile to cost more than
$2,000, the Zinger. The antique passenger coaches in this special reunion
will average 50 years of age, with the oldest a 1937 Running Roadster.
-more-
Cars
The unique gathering was organized by Albert Auto, a local craftsman

who combines his love of antiquated cars with his career of restoring their
original appearance. Mr. Auto, owner of Auto Car Restoration of Ourtown,
Nebraska, says that the event will be exceptional because several of the
featured cars are one-of-a-kind models.
For further information, contact Albert Auto at (555) 555-2222 or visit
the Web site, autocarrestoration.com.
-end-

`This is the best thing that’s happened to me since I won the Na-
tional Spelling Competition in tenth grade!’”
So try to include quotes, even if you are the one being quoted and
you have to spend an hour coming up with a clever phrase. And
should you be interviewed as a result of sending the press release, it’s
perfectly acceptable to repeat the same remark as though it were
spontaneous. More often than not, it’s exactly what reporters want to
hear.
Refer to Samples 4 and 5 to see how quotes add interest to two
more news releases about the automobile exhibit.
3. Details
Exactly what is it that makes your news unusual? You might have to
do some creative thinking to find a new angle or a little-known de-
tail, but that added piece of information can help “sell” your story.
To help “sell” your story, try
to think of a new angle or One example is the real estate agent who wanted to use publicity
little-known detail that will to attract new customers. When he earned an award as the top first-
year salesperson in his office and he notified the media of his
make your news unusual.
achievement, he suggested two other story angles.
First, he explained that he was a senior citizen who had already
retired from one successful career as a business executive.
And second, he mentioned his museum-quality collection of an-
tique doorknobs which he had been assembling for most of his life.
These two additional details were enough to convince the media
to feature him in a story.
4. Human interest
Sometimes including a few words about someone’s personal life can
spark media interest. An editor might not care a great deal about an
award being given, but if there’s something unusual about the recip-
ient (he or she was a political refugee, the sole survivor of a major ca-
tastrophe 20 years ago, etc.), mentioning it in your news release
could be reason enough to get coverage.
Try to find that element with every release you send and you’ll
improve your success rate.
SAMPLE 4
PRESS RELEASE USING QUOTES

1234 RUN ROAD
Telephone: (555) 555-2222
Fax: (555) 555-1111
PRESS RELEASE

Evenings: (555) 555-1212
The Oldest Traffic Jam in Town
As 150 antique automobiles converge on Market Square in Ourtown,

Nebraska, for a weekend exhibit, it will look like a traffic jam out of the past.
Scheduled for Saturday and Sunday, May 27 and 28, 20—, from 10 a.m. to
5 p.m., the two-day event will feature a number of unusual models.
Original Quantum Cars — polished to look like new — will be
displayed side-by-side with the first luxury automobile to cost more than
$2,000, the Zinger. The antique passenger coaches in this special reunion
will average 50 years of age, with the oldest a 1937 Running Roadster.
-more-

Cars
The unique gathering was organized by Albert Auto, a local craftsman

who combines his love of antiquated cars with his career of restoring their
original appearance.
“The stories behind many of these cars are just incredible,” Auto says,
recounting the story of the one which received the most careful mainte-
nance. “It was owned for 25 years by the only obstetrician in town. And that
doctor never missed one birth due to car problems.”
Mr. Auto, owner of Auto Car Restoration of Ourtown, Nebraska, notes
that admission to the automobile jamboree is free. “And the local fire de-
partment auxiliary will be selling refreshments,” he says.
For further information, contact Albert Auto at (555) 555-2222 or visit
the Web site, autocarrestoration.com.
-end-
SAMPLE 5
PRESS RELEASE: ALTERNATIVE USE OF QUOTES
AUTOMOTIVE SHOWROOM
4321 PLAZA SQUARE
BIG CITY, KANSAS 00000
Telephone: (555) 555-4321
Fax: (555) 555-1111
E-mail: mmycar@automotiveshowroom.com
PRESS RELEASE
May 6, 20— Contact: Mary Mycar

Evenings: (555) 555-6789
E-mail: mmycar@automotiveshowroom.com
One-of-a-Kind Palomino Motor Car on Display
A rare Palomino Motor Car will be among the unusual vehicles on

display at the antique auto show to be held May 27 and 28, 20—, at Market
Square in Anytown. The car — still shining in its original Midnight Blue
color — has the features that made the Palomino the phenomenon of 1945:
the mahogany dashboard with fluorescent instrument panel, the molded
fiberglass seats, and the chinchilla carpet.
The owner of the Palomino, Mary Mycar, who operates Automotive
Showroom in Big City, Kansas, says that her car is a particular source of
pride for her. “It has a wonderful history of loving care that really sets it
apart. All of its original features have been carefully restored and are nearly
as fine as when they were first installed.”
-more-

Cars
At the auto jamboree, which will be free and open to the public from 10
a.m. to 5 p.m. both days, Miss Mycar will also exhibit nine other antiquated
autos ranging in age from a 1949 Unicorn to a 1956 Raycar.
“It will be a fun event, even for people who don’t collect old cars,” she
says. “I hope everyone will come out and bring the whole family.”
For more information, contact Mary Mycar at (555) 555-4321, or visit
the Web site, automotiveshowroom.com.
-end-
f. DIFFERENT MEDIA, DIFFERENT SLANT
When you write a press release for the print media, which includes
not only newspapers and magazines, but also smaller publications
like newsletters, alumni bulletins, and community “shopper” papers,
you should approach the subject as if you were a newspaper reporter
by emphasizing the news aspect and the facts. That way, the press
can print your announcement “as is.”
For radio and television, however, two other factors need to be
considered: sound and sight. Even though it is not strictly necessary
to write different press releases every time for every medium, when
you are actively pursuing major publicity coverage you can slant your
press releases slightly to appeal to the different kinds of media.
For Internet distribution, your news release might include addi-
tional references as well as links to other Internet sites. The more
helpful your information is, the more likely you will be regarded as a
valuable resource.
Turn to Sample 6 and Sample 7 for examples of how to add some
aural and visual interest to the press releases announcing the auto
exhibit. Then think about similar possibilities inherent in your own
promotional activities.
g. THE FIVE FATES OF THE PRESS RELEASE

Not every press release will draw the publicity you want. Sometimes
that’s your fault, sometimes it’s not. To understand how to make the
most of your efforts, you’ll need to know what happens to your press
releases after they leave your hands. Basically there are five possible
fates of the press material you send, from immediate rejection to
overwhelming acceptance.
1. Fate number one: Tossed in the trash can There are five possible
fates of your press release,
The worst thing that can happen to a press release is to be read and from being tossed in the
tossed immediately into the trash, or deleted from the recipient’s
trash to making the big
inbox. The most common reasons for rejections are the following:
time.
(a) The announcement is too late to meet the deadline. This can
be remedied by noting deadline information in your Public-
ity Planner.

SAMPLE 6
PRESS RELEASE: RADIO, EMPHASIZING SOUNDS

1234 RUN ROAD
Telephone: (555) 555-2222
Fax: (555) 555-1111
PRESS RELEASE
Evenings: (555) 555-1212
Old Sounds Come Back to Life
The purr of a mint-condition Palomino Motor Car, the howl of the horn
on a Luxury Lance.... Market Square in Ourtown, Nebraska, will bring back
the sounds of yesteryear with an exhibit of antique autos on Saturday and
Sunday, May 26 and 27, 20–, from 10 a.m. to 5 p.m.
Thanks to organizer Albert Auto, the owner of Auto Car Restoration Inc.
in Ourtown, 150 cars will be on display. And although the gathering will last
only two days, Mr. Auto says interest in the cars spans several generations.
Admission to the event is free and refreshments will be available, pro-
vided by the Ourtown Fire Department Auxiliary. For more information, con-
tact Albert Auto at (555) 555-2222 or visit the Web site,
autocarrestoration.com.
-end-
SAMPLE 7
PRESS RELEASE: TELEVISION, EMPHASIZING VISUALS
AUTOMOTIVE CAR RESTORATION, INC.

1234 RUN ROAD
Telephone: (555) 555-2222
Fax: (555) 555-1111
PRESS RELEASE

Evenings: (555) 555-1212
Sights and Sounds of the Past Come to Life
It will look like a scene created by Hollywood, but it won’t be a

re-creation, it will be an original. More than 150 antique automobiles will
be on display Saturday and Sunday, May 26 and 27, 20—, at Market
Square in Ourtown, Nebraska.
All of the autos, freshly polished and proudly shown off by their
owners, are rare and valuable relics from a bygone era. Included in the
exhibit will be a black Luxury Lance once driven in President Politico’s
inaugural parade, along with a one-of-a-kind Palomino Motor Car.
-more-

Cars
The gathering will be a unique opportunity to see and hear a bit of the
country’s past. According to organizer Albert Auto, owner of Auto Car
Restoration Inc., some of the automobiles have been preserved, while oth-
ers have been meticulously restored to their original condition. Mr. Auto es-
timates that as many as 1,000 people will stop by Market Square between
10 a.m. and 5 p.m. to rekindle old memories.
For more information, contact Albert Auto at (555) 555-2222, or visit the
Web site, autocarrestoration.com.
-end-
(b) The information is not pertinent to that medium’s audience.
Sometimes this can be difficult to judge, but just remember
that all publications and broadcasts are aimed toward some
particular group of people, and it is up to the editor or pro-
ducer to decide whether or not your announcement will be of
interest to them.
(c) The copy would require too much rewriting. To avoid this
problem, follow the rules for appearance and format. With
the volume of mail received by the media, time is not avail-
able to rewrite an incorrectly prepared release.
(d) The event is located too far away for convenient coverage.
Don’t send invitations to activities that aren’t in a particular
newspaper’s circulation area or a TV station’s viewing area,
for example.
(e) Your news release is mistaken for junk mail. This can be
caused by a mistake as simple as a badly-worded subject line
in your e-mail. Or, if your message looks more like an adver-
tisement than a news release, it can be thrown out at first
glance.
(f ) The press release is not typed on letterhead. If you don’t have
business letterhead, design some before you begin your pub-
licity program. Your enterprise must have the legitimacy that
comes from professional-looking letterhead.
(g) The statement is too long and rambles on for pages. All that
is truly necessary in a news release are the four Ws: who,
what, where, and when. If the recipients want more infor-
mation, they will contact you and ask for it. That’s why you
include your telephone numbers and e-mail address.
2. Fate number two: Being put on hold
Not seeing your news immediately does not necessarily mean that
your publicity attempt has fallen flat. Occasionally the media hold
onto a press release with the idea of doing a major article on the sub-
ject in the future.
This can happen because your particular industry is expected to
make headlines soon, because a magazine is planning a future issue
on a topic like yours, or even because the media like to keep some
“space-fillers” for emergencies. So don’t despair. The possibility for
publicity always exists as long as you are actively sending out notices.

3. Fate number three: Becoming a one-liner
A frequent result of publicity attempts in the print media is having a
full-page press release shortened to one sentence, no matter how well
prepared. But considering the potential audience, being mentioned at
all is a worthwhile achievement.
Remember, every time your name appears in print, people will see
it and remember it. And each time one of your press releases is cho-
sen for publication, you build credibility with the media.
4. Fate number four: As is

In some cases your press releases will be received by the media and
published or broadcast in full, just as you typed them. When that
happens, you’ll know you have succeeded not only in selecting a
newsworthy topic, but also in writing your release in the best possi-
ble form. Although it might seem that every press release deserves
this type of treatment, such an achievement is actually quite rare due
to the stiff competition for free media attention.
5. Fate number five: Making the big time

The best possible result in any publicity attempt is being singled out
for a flattering feature story. When that happens, the media will call
and let you know that there is interest in expanding on your release
and either proceed with questions over the telephone or set up an in-
terview to be held later.
h. TO PHONE OR NOT TO PHONE

In all cases, once you send a press release, it’s up to you to determine
whether or not it was used by the media. Never call the media to ask
when it appeared or why it was ignored. Members of the media are
willing to give free coverage to those announcements they consider
worthwhile, but don’t ask journalists to become your personal clip-
ping and consulting service. So each time you mail a press release,
make a point of checking carefully for its publication or broadcast.
And if you think you might miss seeing or hearing an announcement,
ask employees, friends, relatives, or members of your organization to
help by letting you know whenever they notice your name in the
media.
i. ADD TO YOUR PUBLICITY PLANNER
It’s important, as time goes on, that you maintain a permanent file of
all the press releases you send. That way you’ll always have a record
in case the media ever call with a question. And always print out your
electronic news releases, so you’ll have a permenant record of them.
So take a moment now and label a new file folder in your Public-
ity Planner “Press releases sent.” And whenever you prepare a press
release, always make one extra copy for yourself.
Store your press releases in chronological order with the most up-
to-date release at the front and the oldest at the back. Refer to them
whenever you need a guide to follow.
Many groups that sponsor annual events actually send a similar
news release every year by simply following the examples they have
saved.
This can be especially helpful in situations where the publicity
chairperson changes from year to year. Such permanent records will
provide continuity to the program.

6
PREPARING PUBLICITY
MATERIALS: PHOTOGRAPHS
AND ILLUSTRATIONS
a. INTRODUCTION
A printed page doesn’t capture attention the way a photograph or a
drawing does. That’s why most publications on the newsstands use
big, bright pictures to lure shoppers into buying.
You can use the same lure by adding photographs and diagrams
to your press releases. Print editors often pay more attention to an-
nouncements that include an attractive illustration. And, should your
press release be published, the accompanying picture will add both
interest and prominence to your story.
Although every press release does not require a photograph, high
quality pictures definitely improve your chances of being mentioned
in print. In this chapter you will learn how illustrations can enhance
your message, when to send photos along with your press releases,
77
what kinds of pictures to use, and how to package them. Instructions
are also given for identifying the photos and for writing captions.
b. DECIDE ON YOUR OBJECTIVES

Photographs, sketches, and diagrams can play different roles in your
presentation to the press. Some of the purposes they serve are —
(a) to display your product,
(b) to portray your place of business,
Be sure to decide what you
(c) to mold your corporate image,
want to say about yourself
or your company when (d) to familiarize readers with your face,
selecting a picture. (e) to depict a project that’s not yet completed, and
(f) to illustrate statistics, as in a graph.
Before you decide to use a picture, consider your objectives. What
image are you trying to convey of yourself or your organization? For
example, if an article about a company is accompanied by a photo-
graph showing a person in a chicken costume handing out plastic
eggs to children, what kind of impression would you have of the
company? Would you form a different opinion of the company if the
picture showed a woman wearing a business suit and sitting behind
a desk surrounded by shelves of law books? Before you send any il-
lustrations, think about what you want them to “say.”
c. WEIGH THE ADVANTAGES

Including an illustration with your press release gives you a distinct
advantage over the competition for a number of reasons:
(a) An eye-catching image can convince an editor to set your
story apart from the others on a page, resulting in higher vis-
ibility for your announcement.
(b) A photograph heightens the impact of a story, meaning that
readers will tend to remember you longer.
(c) By providing the media with an actual look at what is being
promoted, you increase your chances of being singled out for
a feature story.
d. WHEN ARE VISUALS APPROPRIATE?
Even though photographs can be a valuable asset in a publicity drive,
they are not always necessary. Certainly, radio stations do not need
your photos to prepare their broadcasts. And television stations
would prefer to get their own video, when possible. Visuals are most
appropriate for the print media, but even segments of the print media
will set aside your photos and rely only on their own photographers.
Generally, the best method for determining when to send illus-
trations is to look at the actual publications to which you will be
sending your notices. If, for example, your daily newspaper has a sec-
tion of business announcements accompanied by photographs, you
can assume that your picture has a good chance of being used. On the
other hand, if the paper to which you’re mailing your submission
never runs photos, don’t send one.
Some publications, such as college alumni magazines, almost al-
ways print the photographs sent, while others, like glossy magazines,
usually print only pictures taken by their own photographers. But if
you really want a definitive answer, don’t hesitate to call and ask. You
don’t need to talk to the editor or the assistant editor. Just call the
publication’s office and ask whether they ever publish photos re-
ceived with press releases. If the answer is yes, ask if there are any
special requirements.
e. GUIDELINES
Like press releases, photographs and illustrations receive additional
attention from the press if they have been prepared with care. Here
are some tips to give your contributions a professional look.
For computer-based graphics or photos, you’ll want to consider
the file size and format. You might send a file that’s easy to view, and
advise the recipients that a high-resolution copy is available.
1. Size
For distribution to the print media, photographs are expected to be a
standard size, measuring either five inches by seven inches, six by
eight, or eight by ten. Sketches should conform to the same require-
ments.
Preparing Publicity Materials: Photographs and Illustrations 79

2. Style
For publications that are printed only in black and white, the stan-
dard photograph is known as a “black-and-white glossy,” which
refers not only to the color, but to the preferred shiny finish as well.
A matte finish is acceptable for drawings and other illustrations,
which should also be black and white.
For publications printed in color, it is advisable to call and ask for
requirements, because many editors will accept only color trans-
Make sure you conform to parencies or slides.
the style of the publication
3. Composition
to which you are submitting
your photograph. For For best results, always send pictures that have a clear, sharp image.
Since photographs will occasionally be trimmed to fit on a page, you
example, don't send a
should never pose with your hands (or props) on or near your face.
color photograph to a
That way, if the picture is cropped close to your face, no extraneous
publication that is only shadows or images will interfere with the portrait. Make sure your
printed in black and white. background doesn’t make it appear as if things are “growing” out of
your head, like TV antennas, lamps, or flagpoles.
4. Labelling
Always put a label on your photographs or illustrations for easy iden-
tification by the media, always making sure the label doesn’t inter-
fere with the visual itself. Include the full names and titles of
everyone shown, being careful to state specifically which individual
is where in the picture. It is also helpful to include the name of the
organization. Type the information on a plain label or piece of paper
and tape it to the back of the picture.
5. Captions
A caption is not the same as a label. Whereas a label is just a list of
names, a caption is a sentence or a paragraph describing the action
shown in the photograph. While every picture or drawing must have
a label, captions are not required because most publications have peo-
ple on staff to write them.
If you would like to include a caption, also referred to as a cut
line, to a hard copy of your photo, simply type a few explanatory sen-
tences onto white paper, tape it to the bottom of the picture, and fold
it back. Captions to electronic visuals should likewise be separate
from the visual itself. As a guide when writing captions, try to include
the “Four Ws”: who, what, when, and where. Sample 8 illustrates the
difference between labels and captions.
6. Especially for photographs

Regardless of the topic of the story, there is one photograph that is al-
ways acceptable to the print media: the “head shot.” A head shot is a
head-and-shoulders studio portrait similar to those in every high
school and college yearbook. It is almost always appropriate to sub-
mit such a photograph of the person most closely associated with the
organization being publicized. Other suitable poses depend on the ac-
tivity involved. A group photograph, an action shot, a view of your
shop, a picture of your product, or even a photograph of a drawing are
all acceptable, as long as the other basic guidelines are met.
7. For diagrams only

Occasionally an item or event is better represented by a diagram than
a photograph. This type of illustration can range from a simple pen-
and-ink sketch to a complex statistical graph.
If you opt for a drawing, be sure to send a professional-looking
product. A photocopy or scanned image is fine as long as it is clear. To
achieve this, begin with a perfect original and photocopy it using only
the finest equipment. A copy must be as sharp as an original or the
publication won’t use it.
8. Mailing
Never fold your illustrative material. Wrinkled pictures will not be
used. Whenever you send photos or drawings, reinforce the mailing
envelope with cardboard or enclose the press release and the picture
in a stiff folder.
And don’t expect to receive your pictures back, because the rule
at most media outlets is that photographs submitted with press re-
leases are not returned to sender. Not only do newspapers and mag-
azines lack the staff to return photographs, many want to keep the
pictures on file for possible re-use with future articles.
f. SOURCES
It’s not mandatory to pay a photographer or hire a graphic artist to
get a picture in the paper. You can take your own photos or create
your own illustrations as long as the results are of a high quality.

SAMPLE 8
LABELLING AND CAPTIONING FOR PHOTOGRAPHS
1. Label: Tana Fletcher, co-author of Getting 3. Label: Katy Cook, Campette Scout
Publicity
Caption: The Campette Scouts of Anyvillage,
Caption: Journalist and lecturer Tana Fletcher Alberta, have announced their annual bake
has announced the new edition of her book, sale, to be held Saturday, September 15, 20—
Getting Publicity, co-authored with television at the Anyvillage Elementary School from 10
newswoman Julia Rockler. An invaluable a.m. to 2 p.m. Organized to raise money for a
guide for those wishing to gain free publicity, camp van, the sale will include hundreds of
the book is published by Self-Counsel Press items prepared with special low-fat, low-calorie
and is available at bookstores throughout ingredients, such as the “Bountiful Bran”
North America. muffins shown here by Campette Scout Katy
Cook.
2. Label: Tom Talker (left), owner of Talk of the 4. Label: Betsy’s Best Bottle Dryer, manufac-
Town Telephone Store, presenting trophy to tured by Betsy’s Best Co. of Troutfishing, Col-
Bill Business, winner of the 20— Talk of the orado
Town Tennis Tourney.
Caption: Betsy’s Best Co. of Troutfishing, Col-
Caption: Bill Business won this year’s Talk of orado, has introduced Betsy’s Best Bottle
the Town Tennis Tourney, held in April to raise Dryer. Priced at $19.95, it works instantly on
money for the Hometown Children’s Organi- any size bottle by forcing air through a light-
zation. Mr. Business, shown here on the right, weight plastic pump. It is available at hard-
accepted the trophy from Tom Talker, sponsor ware stores everywhere.
of the event and owner of the Talk of the Town
Telephone Store.
If you are seeking outside help, however, try these sources:
(a) Call your local newspapers, both large and small, and ask the
individual photographers or graphics specialists about work-
ing for you on a freelance basis.
(b) Look in the Yellow Pages under “Photographers” for any who
specialize in publicity photos.
(c) Check the Yellow Pages for “Graphic Designers” to help with
illustrations.
(d) Find out if there are any talented amateur photographers or
artists among the members of your clubs or organizations.
g. ADD TO YOUR PUBLICITY PLANNER

When you are ready to begin your publicity program, collect photo-
graphs suitable for enclosing with your press releases. Prepare for this
now by labelling a folder in your Publicity Planner “Publicity Photos.”
Then, any time you get a photograph you think might be suitable for
sending, file it for future consideration. Save a printout of all your If you need a photographer
computer visuals as well as a back-up of those files for safekeeping. If or graphic designer to help
you take your own pictures, you might also keep an envelope of neg-
you with your images,
atives for those pictures you plan to use again. If you pay a profes-
sional photographer, order as many copies of the photos as you think consult the Yellow Pages,
you might need at one time and keep them handy in the same folder. local newspapers, or the
members of your clubs and
The frequency with which you send photos is strictly a personal
organizations.
decision. One woman, who launched a publicity campaign with the
express purpose of making a name for herself as an independent con-
sultant, had 200 photos printed at a time. Another woman, who was
attempting to carve out a career as a professional lecturer, managed
to make three photographs last for an entire year. A third woman, a
novelist, has a new picture taken every time she wants to enclose one
with a press release.
In every case it’s wise to re-examine your photos from time to
time and make sure they’re not outdated. Before you mail any illus-
trations, use Checklist 2 to analyze their appropriateness and review
your preparation.

CHECKLIST 2
REVIEW YOUR PHOTOGRAPHS AND DRAWINGS
1. In considering whether or not to include a photograph or diagram along with your press release,
ask yourself how an illustration would enhance your message.
Does the publication use photographs and drawings?
_____Yes _____No
Does the picture display your product to advantage?
_____Yes _____No
Does the illustration make your point clearer?
_____Yes _____No
Does the photograph project the correct image?
_____Yes _____No
2. In the picture or drawing:
Is your attention drawn to the desired subject?
_____Yes _____No
Does the subject fill the frame?
_____Yes _____No
Is the image clear and well-focused?
_____Yes _____No
If it’s a reproduction, is it as sharp as the original?
_____Yes _____No
3. When sending photographs and diagrams:
Is each picture clearly labelled?
_____Yes _____No
Do any of the illustrations require a caption to clarify the scene?
_____Yes _____No
Are the photographs and diagrams properly protected with cardboard for mailing?
_____Yes _____No
7
MAKING THE MOST OF A
MEDIA KIT
a. INTRODUCTION
For most of your publicity attempts, you will simply be sending a
press release to the media, sometimes with a photograph. But occa-
sionally — when you are sponsoring a major event or have won a par-
ticularly prestigious award, for example — there are going to be times
when you want to offer a more detailed presentation to the media.
This may be no more than once or twice a year, but for those times
you can mail out a more complete package of information called a
media kit. This kit includes not only a press release and a photograph,
but also a few other carefully chosen items that are described in this
chapter.
The media kit, or press kit as it is also known, is one of the most
valuable components in any successful publicity program. Made up
of an inexpensive two-pocket paper folder filled with a few informa-
tional items relating to your organization, it can be the most effective
weapon in your publicity arsenal. And whether you mail it to the
85
media like a press release or carry it with you to give to reporters at
events that receive press coverage, it can prove to be the key that un-
locks the door to media access.
In this chapter, you will learn how to assemble a media kit for use
in your own publicity program. There is a thorough discussion of the
items to include as well as an explanation of the purpose and objec-
tives of a media kit.
In the next chapter, you will find further instructions for creating
a specialized “new product release” media kit for use whenever you
are introducing a new product or service for the first time.
b. THE ROLE OF A MEDIA KIT

In a drive for public attention, the role of a media kit is similar to that
of a good will ambassador: an envoy sent forth to promote a positive
impression of an enterprise. When you prepare a media kit, you will
be gathering into one folder an assortment of materials that portray
you or your organization in such an interesting, informative, and pro-
fessional manner that the recipient will feel compelled to grant you
media coverage.
Your media kit should act Carefully compiled to depict a specific image, the media kit allows
as a good will ambassador, you to put your best foot forward when meeting the media. Among
giving the media a positive its many uses, it can —
impression of you and your (a) be sent to members of the media to introduce yourself or
enterprise. your organization,
(b) announce a major event such as a convention, an exhibition,
or a grand opening,
(c) be mailed to the producers of radio and television shows to
suggest yourself as an interview subject or talk-show guest,
(d) supplement an interview the media has already requested,
(e) invite the media to attend a paid event or gathering by in-
cluding complimentary press passes,
(f ) be carried with you to meetings, exhibitions, and gatherings
where members of the press might be present, and
(g) proclaim the official beginning — or the successful comple-
tion — of any long-term public project, from a charitable
fund-raiser to a new recreation center.
Whenever the opportunity arises, you may offer a media kit to
journalists — not to ballyhoo your business, but as an aid in prepar-
ing their stories. In fact, once you decide what to put into your own
media kit, it’s a good idea to always have at least two copies in case
an opportunity for publicity presents itself. Keep some at your office,
carry two in your briefcase, have a few at home, and take several
along to conventions, conferences, and other meetings.
Wherever there might be members of the media in attendance,
you should have your media kit available. Even if you are participat-
ing in a group activity with hundreds of other participants, having a
personalized media kit will allow you to single yourself out to the
media. Think of your media kit as your publicity business card. Don’t
go anywhere without it.
c. PREPARE THE COVER

The first step in putting together your media kit is to purchase the
cover. The most practical and popular choice is a folder, made of card-
board or heavy paper, with two inside pockets. Slightly larger than
standard typing paper, these folders are available in a choice of col-
ors. Quite inexpensive, they are available in office supply stores and
catalogues, as well as most places that sell school supplies.
When choosing the cover for your media kit, it’s not necessary to
spend extra money on glittery styles because the media looks for sub-
stance, not shine. But if your business has a particular color with
which it is associated, you might want to choose that shade for your
kit.
If you plan to use a lot of media kits, you can order custom-
printed covers with your logo and the name of your organization on Think of your media kit as
the front. Otherwise, you do need to identify the outside of your press your publicity business
kit by applying stick-on address or mailing labels. card — don't go anywhere
If you have no personalized, pre-printed labels, simply type the without it.
name and address of your organization on a blank label and press it
onto the cover.
d. CONTENTS
In content, media kits are as varied as the organizations seeking pub-
licity because each one is unique — a customized presentation. In
putting together your own packet, you will be free to include any
Making the Most of a Media Kit 87

elements you believe will show off your business, yourself, or your as-
sociation to best advantage. But avoid making your presentation look
like a commercial; never include any of your advertisements.
Among the materials considered standard in media kits are a
press release, a photograph, a brochure, a business card, a cover let-
ter, and several specially prepared handouts (a fact sheet, a biography,
a list of questions) that are fully explained below.
Following is a list of the inserts to consider when assembling your
own media kit. Please note that nothing handwritten should be in-
cluded. Everything must be typed neatly and accurately in standard
typeface and black ink, although only the press releases need to be
double spaced to allow room for editors’ marks.
1. Business card
When you are assembling a media kit, always begin with a business
card. Most of the folders you will find in stores even have a pre-cut
slot in one of the pockets for displaying your card. If not, you can sta-
ple a business card to the pocket so that it shows as soon as the folder
is opened.
2. Press release
The media kit itself is fairly generic and suitable for any number of
different occasions. A press release serves to give your media kit the
focus it needs. If you are using the media kit to announce several dif-
ferent achievements or activities at the same time, you can even in-
clude more than one press release in a single kit.
See Sample 9 for an example of a press release to accompany a
media kit.
3. Cover letter
A cover letter, or letter of explanation, should always be included in
a media kit. Written using standard business letter format, it should
be addressed personally to the individual to whom you are sending it.
However, if you are preparing an especially large number of kits and
don’t have the time to type a personal address on every cover letter,
the salutation, “Dear Member of the Media” is acceptable. Whenever
possible, though, address each letter to the actual recipient.
SAMPLE 9
PRESS RELEASE FOR MEDIA KIT
CAMPETTE SCOUTS
POST OFFICE BOX AAA
ANYVILLAGE, ALBERTA Z1P 0G0
Telephone: (555) 555-5555
Fax: (555) 555-1111
E-mail: ccamper@campettescouts.org
PRESS RELEASE
September 1, 20— Contact: Constance Camper

For Immediate Release Daytime: (555) 555-5555
Evening: (555) 555-1212
Fundraiser to Focus on Flavor with Fewer Calories
Reduced-calorie cookies and cakes will be sold at the Anyvillage

Campette Scouts’ annual bake sale, Saturday, September 15, 20—, at
Anyvillage Elementary School from 10 a.m. to 2 p.m.
Planned to raise money for a new camp van, the sale will include hun-
dreds of items, all made with special low-fat, low-calorie ingredients.
“This is one bake sale everyone can enjoy without feeling guilty,” says re-
gional Campette Leader Constance Camper.
Campette Scouts, an international organization founded in 1939, spon-
sors summer camp outings for thousands of five- to fifteen-year-old girls
each year. A nonprofit group, Campettes depend on donations to fund all
their activities each year.
For further information, call (555) 555-5555 or visit the Campette Scouts
Web site at campettescouts.org.
-end-

The content of the cover letter differs markedly from that of the
press release because the cover letter is personal — a one-to-one com-
munication between you and the recipient. Where a press release
contains information intended for the public, the details in a cover
letter are meant strictly for the media.
An example of this would be a media kit announcing a three-day
home furnishings exhibit being held in your city’s convention center.
While the press release might mention that the public is invited, ad-
mission is free, and the hours are from nine to five, the cover letter
A cover letter is more would advise the media that there has been a room set aside for
personal than a press media members to use as a lounge.
release — it is a one-to- Or, in a media kit introducing a new business, the press release
one communication might mention the location and the service available, while the cover
between you and the letter could offer extra photographs to the media upon request.
recipient. Cover letters vary according to the purpose of the press kit and
the individual to whom they’re sent. But in most cases they begin by
introducing the sender and end with an offer of further assistance.
In writing your own cover letters, follow these general guidelines
and you’ll boost your success rate:
(a) Use business letterhead.
(b) Be cordial in your tone, not confrontational.
(c) Compliment the recipient’s publication or program.
(d) Explain briefly the reason you are sending the media kit, be-
ginning with one particularly significant statement, such as
“This year, the Anycity Business Women’s Business Club is
celebrating its fourth anniversary.”
(e) Mention the availability of any graphics or visuals you didn’t
include in the kit, such as color slides or videotape. (Only
professional quality video should be offered.)
(f) Explain that you are available to answer any questions, but
never demand coverage.
See Sample 10 for an example of a cover letter.
4. Visuals
When sending a press kit to the print media, it pays to include one or
more high quality pictures because those kits with attractive photos
are often chosen to be featured prominently. If you have such extras
SAMPLE 10
COVER LETTER
CAMPETTE SCOUTS
POST OFFICE BOX AAA
Telephone: (555) 555-5555
Fax: (555) 555-1111
September 1, 20—
Dear Channel 1 Assignment Editor:
In this era of health-conscious consumerism, even the old-fashioned bake sale has been revised.
Our annual Campette Scout fundraiser will, for the first time, feature recipes chosen for their dietary
content as well as flavor. This was an idea of a local Campette member and has generated the sup-
port of one of our local health associations (see letter enclosed in media kit).
This might make an interesting item for your weekly nutrition segment on the 5 p.m. news. What-
ever your focus, the Campette Scouts hope you’ll be able to include coverage of our event on your
busy schedule. Scout leaders and members — including the 14-year-old Campette who suggested
the healthy entries — will be available for interviews or any information you might need.
We’ve set aside press parking at the bazaar. Just look for the spaces marked “Administration.”
Please contact me if I can be of any other assistance.
Sincerely,
Constance Camper, Region II Leader

as color slides or transparencies, mention their availability in the
cover letter rather than sending them in the kit. Simply write, “Color
slides are available upon request.”
Although television is much less likely to use photographs, illus-
trations will still serve to enhance your media kit by making your
story more visually exciting and bringing it to life for the reader. In
addition, if you are being considered as an interview subject for TV,
the recipient will be happy to have a preview of what you look like.
If you have any professional video available, describe the subject
matter, the length, and the format. Generally, television professionals
avoid VHS tapes and accept only the professional broadcast formats.
5. Fact sheet
One item included in many media kits is a page called a “fact sheet.”
Typed on business stationery and headlined with the words FACT
SHEET (approximately two lines below the letterhead, all in capital
letters), its purpose is to provide the media with instant research data
on the history and significance of the subject of the kit.
A fact sheet is intended to list a firm’s milestones and accom-
plishments in concrete terms, but is flexible enough to include dif-
ferent information for different situations. Where one firm’s fact
sheet might mention the civic contributions of company executives,
another’s might address production and sales statistics.
Regardless of the type of endeavor being promoted, the fact sheet
should always highlight the most positive aspects of an endeavor
while remaining accurate and informative. See Sample 11 for a sam-
ple fact sheet.
6. Biography
Another element frequently seen in media kits is a page pertaining to
the background of the owner, founder, president, or leader of the
company or organization. With nonprofit groups and other associa-
tions, this page is sometimes omitted, although a biography of the
founder, current president, or person being honored is considered ap-
propriate.
In a biography it’s not necessary to state every fact about some-
one’s life, just those that best demonstrate an individual’s accom-
plishments, such as education, awards, professional experience, and
other achievements. Personal information, including place of birth
SAMPLE 11
FACT SHEET
CAMPETTE SCOUTS
POST OFFICE BOX AAA
Telephone: (555) 555-5555
Fax: (555) 555-1111
FACT SHEET
HISTORY: Founded in 1959 by Olga Outdoors, Campette Scouts is an international

organization dedicated to sponsoring summer camping vacations for girls
aged five to fifteen.
FOUNDER: The first Campette Scout chapter was formed by 16 girls, ages 11 to 15, who
organized campfire outings in their hometown of Anywhere, Alberta.
GROWTH: By 1985, the Campette Scouts had encircled the globe with more than 783
chapters in 13 nations.
OUTSTANDING The Campette Scouts are proud of their distinguished alumni, including First
ALUMNI: Lady Wendy Writer and United Nations Ambassador Roberta Representative.
TODAY: There are more than 70,000 current members of Campette Scouts. A total of
912 chapters are active in 15 countries.

and other members of the family, may be listed if pertinent, but is not
required.
The biography should be typed on business stationery bearing the
name of the organization and headed BIOGRAPHY, typed in all capi-
tal letters approximately two lines below the letterhead. See Sample
12 for a guide to the style of a biography.
7. Clippings and quotes

If you or your organization have ever been mentioned in a magazine
or newspaper story, include copies of the articles in your media kit. To
Keep clippings of any create the best impression, cut out the original article and paste it to
a piece of plain white paper. Then clip the title and date from the
articles in which you have
same publication and paste it neatly above the article. Photocopy this
been mentioned, along with
page for an easy-to-read and “custom-made” clipping.
any work you have had
Even if you were mentioned only briefly in print, or if you were
published, in your media
talked about on radio or TV, you can still make use of such references
kit.
in your press kit. You might place several quotes on one page, or you
could merely list the media outlets where your name has appeared.
For an example of how this is done, see Sample 13.
8. Examples of your own writing

If you have ever had any articles published, make copies and enclose
them in your media kit as well. Use the same technique for photo-
copying as described for “Clippings and quotes” above. Save them in
a folder you’ve marked “Published writing.”
If you’ve never had any articles published but would like to, turn
to chapter 14, “Writing as a Publicity Tool,” for complete instructions.
9. Suggested questions
Because members of the media don’t always have the time to conduct
in-depth research before interviewing a subject, many press kits in-
clude a page of sample questions to serve as a guide for the inter-
viewer. Although interviewers might not use the actual queries
provided, such questions do help to clarify the subject matter.
Begin by typing SUGGESTED QUESTIONS as a heading, two
lines below the letterhead on your business stationery. To make the
sample questions meaningful, ask yourself the main points you’d like
to make about your project. Include four to six questions, evenly
spaced and centered on the page. See Sample 14 for an example.
SAMPLE 12
BIOGRAPHY
CAMPETTE SCOUTS
POST OFFICE BOX AAA
Telephone: (555) 555-5555
Fax: (555) 555-1111
BIOGRAPHY
Born in 1935 in the small community of Towne in northwest Canada, Olga Outdoors spent her
childhood summers at a family cabin by Lake Loch.
She graduated from the Towne School in 1952 and received a bachelor’s degree in English
literature from All-National University in 1956.
Ms. Outdoors founded the first chapter of Campette Scouts in 1959 with her daughter and 15
classmates as members. The first meetings were at the Lake Loch cabin.
In 1998, Olga Outdoors was named “Outstanding Organizer” by the International League of
Youth Activities for her work with the Campette Scouts.
Ms. Outdoors and her husband, Oscar, have three children and ten grandchildren. The couple
lives in Towne and sponsors annual Campette Leader retreats at the old family cabin near Lake
Loch.

SAMPLE 13
QUOTES FROM MEDIA
CAMPETTE SCOUTS
POST OFFICE BOX AAA
Telephone: (555) 555-5555
Fax: (555) 555-1111
Here is what the media have said about Campette Scouts:
“A praiseworthy organization.” — Anyvillage Gazette
“Provides constructive summer instruction and fun to hundreds

of youngsters.” — Anyvillage Channel 7 News
“A worthwhile organization that deserves public donations of time

and money.” — Anyvillage Magazine
SAMPLE 14
SUGGESTED QUESTIONS
CAMPETTE SCOUTS
POST OFFICE BOX AAA
Telephone: (555) 555-5555
Fax: (555) 555-1111
SUGGESTED QUESTIONS
1. Has Campette Scouts changed its mission over the years?
2. What kinds of things are communities doing to show their support for the Campette Scouts?
3. How are the funds spent?
4. Why should youngsters join the Campette Scouts?
5. How much does it cost to send a child to camp?
6. Why are the Campettes featuring low-calorie cookies in their bake sale?

10. Rolodex card
One of the most popular items in a press kit is a pre-printed Rolodex
card for the recipient’s telephone index. The media is very dependent
on sources and by providing a Rolodex card with your name, address,
telephone number, fax, e-mail address, and your specialty, you make
yourself available as a future interview subject.
If you don’t already have personalized Rolodex cards, it will prob-
ably pay you to have them made up, because they’re also useful to
hand out to your clients.
There’s a trick to making your Rolodex card stand out from the
rest, though. First, order the style with an index tab. Then, instead of
printing your last name or the name of your company on the tab,
print the type of service you sell or the product you offer.
For example, if your company is called Apple Tree Secretarial Ser-
vice, you should have the words “Secretarial Service” printed on the
index tab, not “Apple Tree.”
That way, when a reporter needs to interview someone for a story
about secretarial services, he or she will notice your card immediately.
Similarly, if your company is called Jones Accountants, you
should have the tab on your Rolodex card imprinted with the word
“Accountant” for easy reference. Even if your firm is called Pete’s
Plumbing, have the word “Plumber” printed on the tab, rather than
“Pete’s,” because it tells your story in one word.
But if you don’t have any extra money in your budget to have
cards printed, don’t worry. You can type the information yourself —
like the man who owned a home-improvement company. But he didn’t
stop with one card in each press kit. Instead, he included six cards in
every kit, each one with a different tab heading, including “Home Re-
pair,” “Plumbing,” “Carpentry,” and “Guttering.” It proved to be worth
the effort, though, when his homemade media kit resulted in no
fewer than 20 articles, 25 radio interviews, and 2 television appearances.
11. Brochure
If your organization has an informative brochure, be sure to include
a copy of it in your press kit.
Or, if the event you’re publicizing has any promotional literature,
enclose that in your kit as well.
12. Press passes
Whenever you send a media kit to announce a big event, whether it’s
a seminar, a convention, an exhibit, or any other important gather-
ing, you should always invite the media to attend. You can do this in
one of three ways, depending on your preference and the cost of the
event.
(a) Cover letter

Use the cover letter to invite the media. Always mention any special
arrangements you have made for members of the press, such as a
meeting room set aside for their use or a special interview opportu-
nity you have arranged, along with any information they might need
to get in the door. If you want to limit their numbers, just state, “We
would like to invite up to four members of your staff to attend....”
Whenever you send a
(b) Require reservations media kit to announce a
If you need to know exactly how many members of the media will be big event, be sure to invite
present, simply add a request that they respond only if they plan to the media to attend.
attend. Provide a telephone number for the media to call and reserve
space. Include a statement such as, “Free passes for the working
press will be held at the door. Please phone (555) 555-5555 to regis-
ter the names of those who will be attending.”
(c) Send complimentary tickets

Include complimentary tickets in the media kit. There are no guaran-
tees that the media will be interested in your undertaking, but you
can help ensure coverage by sending at least two tickets — one for a
reporter and one for a photographer.
e. DECIDE ON YOUR IMAGE

Before you actually put together your press kit, think about the im-
pression you are hoping to make. Do you want your enterprise to ap-
pear to be small and friendly or large and complex? Is your desired
image casual or formal, eccentric or businesslike? With a clear picture
of your objective, your final presentation will be more effective.
The previous list of press kit components is not meant to be com-
plete. On the contrary, it represents merely a beginning, a starting
point from which to launch your own concept. The actual finished
product depends completely on the image you wish to project of your

endeavor, your goals, and even your style. Before you go any further,
stop and think for a moment about preparing a presentation for your
own enterprise. Some other items you might want to send include —
(a) a list of your organization’s achievements,
(b) a catalogue of your products,
(c) a graph showing the distribution of your funds,
(d) a chart demonstrating the need for contributions,
(e) copies of complimentary letters you have received, or
(f ) clippings of articles showing the importance of your industry
in today’s economy.
As you assemble your press kit, be creative. Mix and match your
materials to suit yourself as well as your intended targets. The media
kit is the only part of your enterprise that many journalists will ever
see. Make the most of your opportunity by sending the very best
product you can.
f. SWEET STORIES OF SUCCESS

The most successful press kits are those that result in major media
exposure for the sender. The following examples of real-life success
stories should inspire you and give you additional ideas for using
your imagination in creating your own press kit.
In one case, an innkeeper mailed his media kit to a national mag-
azine, hoping to have his inn featured. Of course he included infor-
mation about his own lodge, along with a few pictures. But as an
added enticement he also sent colorful brochures highlighting several
other tourist attractions in his town. The possibility for interesting
background photos was all it took to convince an editor to send a re-
porter and photographer and to publish an article about the inn.
In another situation, a builder who was planning a residential de-
velopment for senior citizens sent a press kit filled with elaborate
drawings of the completed structure and a detailed list of the planned
amenities. Even though the actual construction site was nothing but
a pile of dirt at the time, the project received positive coverage in sev-
eral newspapers, generating interest from potential tenants.
And in yet another scenario, a first-time novelist discovered that
her publisher was unwilling to spend any money on publicity so she
arranged her own promotion by calling a bookstore and offering to

sign copies of her book in the store window. She sent a news release
beforehand, and when a reporter showed up, the novelist was ready
with a press kit she had prepared just for the occasion. As a result of
her personal efforts, the fledgling author was featured not only in the
local paper, but also in a magazine article written by the same re-
porter.
The moral is that journalists are always looking for an interesting
story. And an attention-getting media kit can be exactly what you
need to become that story.

A well-organized Publicity Planner should make it easy for you to put
together a media kit, even at a moment’s notice. You should be able
to assemble an informative packet by merely reaching for a media kit
cover folder and filling it with items from your publicity planner files.
With this in mind, plan to have a file folder for each of the fol-
lowing categories, along with any others that seem especially well-
suited to your own personal publicity program.
N Biography
N Brochures
N Business cards
N Catalogues Journalists are always
N Clippings and quotes looking for an interesting

story, and an attention-
N Fact sheet
getting media kit can be
N Industry news exactly what you need to
N Letters from happy customers become that story.
N Media kit folders

N Media kit labels
N Promotion ideas
N Publicity photos
N Published writing
N Rolodex cards

N Stationery
N Suggested questions
Media kits are an important part of an overall publicity program,
but you won’t be expected to send them every time you seek media
attention; it would be too expensive and too time-consuming. A press
release is all that’s needed for most announcements. But try to keep
a few media kits handy, and do plan to send one every year to vari-
ous media outlets. If you send more than one every six months to the
same place, though, the impact will definitely be diminished.

8
ANNOUNCING A NEW
PRODUCT
a. INTRODUCTION
Although the media kit is useful in any number of different circum-
stances, if you should ever have the occasion to introduce a brand
new product, service, or business for the very first time, you can reap
additional rewards by sending a specialized media kit known as a
“new product release” media kit. Exactly the same in appearance and
purpose as a standard media kit, the difference lies in its approach to
the media.
By placing the emphasis — both in the cover letter and the press
release — on the “first-time” or “introductory” aspect of the item
being promoted, the sender can often gain special attention in the
media.
As an example, two home improvement contractors once suc-
cessfully launched their own do-it-yourself wallpapering video by
sending out 3,000 “new product release” media kits at the same time
103
to media outlets throughout North America. Within months, the free
publicity their product received in newspapers and magazines created
an enormous demand for the video.
In fact, whenever you see a story in the media about a newly re-
leased record album, a recently published book, or the latest in mod-
ern machinery, odds are that it’s because a new product release kit
was sent to the press.
New product release kits are popular with the media as a way to
showcase the latest in lifestyle trends, and each submission receives
consideration. But you can increase your own chances of being cho-
sen for coverage by paying attention to how you assemble your in-
formation.
b. THE NEW PRODUCT RELEASE MEDIA KIT

A new product release Just as with any other media kit, the new product release media kit
media kit should coincide is made up of an inexpensive paper folder with two inside pockets
with the initial availability of into which you place a few carefully selected materials. The contents
the product being featured,
are similar to those of a standard media kit and include such items as
a press release, a cover letter, a photograph, a descriptive brochure,
and should contain a
and a business card.
sample if possible.
There are two basic differences, however, between a standard
media kit and a new product release media kit. First, a new product
release media kit must be mailed to coincide with the initial avail-
ability of the product being featured. And, second, if the product
being promoted is not too costly, an actual sample can be included in
the new product release media kit. Typically, the products most often
included are small items such as books, videotapes, and games.
When sending an actual product, if it isn’t flat enough to fit into
one of the pockets of the media kit folder, it should be fastened to the
outside of the folder with a large rubber band or simply sent in the
same mailing envelope with the media kit.
Also it’s important to remember that hard-sell tactics are out of
place in a new product release media kit. To achieve the best results,
try to present your message from the consumer’s point of view and
your new product release media kit will invariably receive more fa-
vorable attention from the press.
For example, if you are a home builder and you are sending out a
new product release media kit to introduce brand new “affordable”

housing, don’t boast that you are the only builder who cares about
consumers. Instead, use your press release to describe the benefits of
your product from the buyer’s point of view. In other words, rather than
highlighting your own accomplishments with a statement like, “The
Building Company is proud to be at the forefront in affordable hous-
ing,” emphasize the benefits for the consumer by stating, “With only
$6,000 cash, buyers can move right in as long as their total family in-
come is at least $30,000 a year.”
It is this consumer-oriented approach — making a special point
of how a new product or service is beneficial to the public — that is
the most important part of any new product release media kit. As a
guideline, always be sure to ask yourself if your press release clearly
describes how consumers will benefit from your product.
c. CONTENTS
The contents of a new product release kit is flexible, but ideally it will
include the following components.
1. Press release
Every new product release kit requires a press release. In your press
release, be sure to describe what it is that makes your offering unique
and valuable — such as its size, shape, or capabilities. In addition, as The most important part of
with any press release, it is always appropriate to include a brief his- any new product release
tory, emphasizing anything of significance. media kit is explaining how
Personal or biographical information is not required; but it is im- the new product or service
portant to include information about product availability, price, and will benefit the consumer.
purchase instructions. For a sample of a new product press release,
see Sample 15.
2. Cover letter
A cover letter, while appropriate with a new product release, is not
strictly required. If you choose to include a letter, offer your avail-
ability to answer any further questions. If you have special color pho-
tographs, slides, transparencies, or other visuals, mention their
availability as well. See Sample 16 for a sample cover letter.
3. Photo
Depending on the size and price of your product, you can send the
media either a picture or an actual sample. Since the media will keep
Announcing a New Product 105

SAMPLE 15
PRESS RELEASE FOR NEW PRODUCT RELEASE KIT
BEST BOILERS
123 GOOD WAY
DANDYTOWN, IOWA 00000
Telephone: (555) 555-5555
Fax: (555) 555-1111
E-mail: bbest@bestboilers.com
PRESS RELEASE
September 1, 20— Contact: Bob Best

Evening: (555) 555-6666
Latest Technology Offers Hot Water in an Instant
Now every home owner can have hot water in an instant, thanks to Best
Boilers’ new faucet adapter, the Handy Hot.
The Handy Hot takes only minutes to install and saves water, time, and
cooking energy every time it’s used.
The portable adapter is about the size of a coffee mug and fits conve-
niently near any faucet, with little sacrifice of storage or counter space.
“It’s like having a cup of tea within reach at all times,” says Bob Best,
president of Best Boilers. “And you never have to fill the kettle, or wait for it
to boil,” he adds.
Priced at $49.95, the Handy Hot is available at hardware stores from
coast to coast. For further information, phone Best Boilers at (555) 555-5555.
-end-

SAMPLE 16
COVER LETTER FOR NEW PRODUCT RELEASE KIT
BEST BOILERS
123 GOOD WAY
DANDYTOWN, IOWA 00000
Telephone: (555) 555-5555
Fax: (555) 555-1111
September 1, 20–
Dear Member of the Media:
Best Boilers of Dandytown, Iowa, has recently introduced a brand new product, the Best Boiler
Handy Hot Faucet Adapter, which allows any home owner to receive boiling water instantly from any
faucet.
Until now, this type of installation was permanent and required a large investment of time and
money. But now, with the Handy Hot, anyone can turn an ordinary tap into a super-heated spray
within minutes.
Because I am convinced that consumers will want to know about this convenient new device, I
am sending you a packet of information.
Please call me if you have any questions or if I can be of any help.
Sincerely,
Bob Best
President

it, however, sending a sample is recommended only for inexpensive
items. Some of the new products that individuals sometimes send in-
clude videotapes, books, brochures, packaged food products, and
small items that fit inside media kit folders.
Whenever you choose not to send a sample of your product, how-
ever, try to include a photograph that clearly depicts the item you’re
promoting. Follow the guidelines for good publicity pictures, and do
hire a professional photographer if necessary.
If you happen to be promoting a new service or even a community
If your business is service-
project, a photograph of you or your headquarters can be helpful.
based rather than product-
based, you can create a 4. Brochure
product such a brochure
Include any informational brochures in the kit. If you have none, you
filled with helpful hints can type a fact sheet to list any distinctive aspects of your offering.
about your service. Follow the format for a standard media kit fact sheet, but focus on
the product rather than an individual or a company.
d. CREATE A “PRODUCT” FOR A

SERVICE-BASED BUSINESS
The purpose of a new product release kit is to enable you to place a
product prominently in the media in order to create a demand for it.
But you needn’t miss out on such a worthwhile publicity opportunity
simply because your own organization happens to be service-based.
Accountants, lawyers, consultants, paramedics, and any others
involved in service-oriented professions can come up with an attention-
getting “new product” of their own. With a little imagination, any type
of enterprise can profit from a new product promotion.
Turn to Sample 17 for an example of how to write a new product
release for a service-based business. Then note the following sugges-
tions for preparing your own promotions.
1. Prepare a helpful hint brochure

One of the best ways for a service provider to produce a promotable
“product” is by giving away a helpful brochure offering consumer ad-
vice. Even if you’re not a writer, you can type out a list of the five or
ten questions you hear most often from clients and provide a brief
one- or two-sentence answer to each query.

SAMPLE 17
NEW PRODUCT RELEASE FOR SERVICE-BASED BUSINESS
WENDY WEDDINGTON, WEDDING CONSULTANT

4321 BRIDAL BOULEVARD
MYTOWN, BRITISH COLUMBIA Z1P 0G0
Telephone: (555) 555-5555
Fax: (555) 555-1111
E-mail: wweddington@email.com
PRESS RELEASE
March 1, 20— Contact: Wendy Weddington

Evening: (555) 555-1212
E-mail: wweddington@email.com
Wedding Consultant Offers Free Consumer Hints
As the June brides-to-be prepare their trousseaux, many are asking the
same questions: How far in advance must a bride select her gown? Who
pays for what? Can a married woman be a bridesmaid? What kind of
flowers are best?
Now the 25 most common wedding questions are answered in a new
pamphlet, offered at no cost by bridal expert Wendy Weddington. “Any
bride who knows the answers to these basic questions is well on her way
to a wedding without worry,” says Weddington.
To receive a free copy of Wendy Weddington’s Advice for Planning a
Perfect Wedding, send a legal-sized, self-addressed, stamped envelope to
Wendy Weddington, Wedding Consultant, 4321 Bridal Boulevard, Mytown,
British Columbia Z1P 0G0.
For further information, phone Wendy Weddington at (555) 555-5555 or
e-mail her at wweddington@email.com.
-end-

The owner of a plumbing service, for instance, could offer a free
list of maintenance tips; a landscape designer might prepare a set of
simple instructions for tree-planting; a lawyer could provide advice
about preparing wills; and an accountant might list ten tips for set-
ting up a business.
These brochures can be very basic, but they should be profession-
ally printed and feature your company’s name, address, and tele-
phone number. Your offering can be free or you can charge for it, but
the media is always more receptive to no-cost offers of consumer help.
In preparing a new product release kit, always send the media a
copy of any pamphlets or educational material you are offering to the
public.
2. Give away a promotional item

Another way to create a “product” to stimulate interest in your serv-
ice is by offering some type of promotional give-away. Depending on
the nature of your enterprise, this might be anything from a free key
chain imprinted with your company logo to your favorite family
recipes.
In this case, when you prepare your press materials, send one of
the promotional items along with the publicity packet.
3. Include information for ordering

Always include directions for ordering in your press release. You
might say, “To order these helpful hints, simply send a self-addressed,
stamped envelope to Henry Homeowner’s Home Repair and Referral
Service, 111 Home Street, Hometown, Montana 00000.” Or, you
could write, “This brochure is available at no cost by calling Wendy
Weddington’s Weddings, (555) 555-5555.” For another example see
Sample 15 earlier in the chapter.
e. FIND NEW PLACES TO SEND YOUR KITS

To locate the best places to send new product release kits, watch for
opportunities whenever you read a magazine, watch television, or
thumb through your daily paper.
In the print media, look for sections or columns specifically
geared to featuring new offerings of products, services, shops, restau-
rants, clothing, and other items. Target any regular column showcas-
ing subjects similar to yours.

In the broadcast media, you should watch and listen for refer-
ences to specific new products, whether in a light vein, such as on a
talk show, or in a straight news format.
Make a note of any programs that seem to be a suitable outlet to
announce your product or service.
f. BE PREPARED TO FOLLOW UP
One caution regarding new product releases: always be ready to re-
spond to consumer requests immediately and professionally in order
to avoid complaints to the media that ran your release.
If the media is bothered with calls or letters from unhappy read-
ers or viewers, you will immediately lose any future cooperation in
your publicity efforts.
On the other hand, if the media should receive compliments
about you following your new product release, you might be asked for
a follow-up story, which will provide you with even more coverage.

To facilitate sending announcements of new products or services,
label a folder “New product release.”
Use it for filing items such as product specification sheets and
other relevant data, any pamphlets you are offering to mail to con-
sumers, and a copy of every new product press release you send.

9
SENDING OUT YOUR
MESSAGE
a. INTRODUCTION
Before actually implementing your publicity campaign, it is crucial
that you know where to send your announcements in order to gen-
erate coverage by the media. To accomplish this you will need to add
one more element to your Publicity Planner — the media list.
The media list is a specialized mailing list. It includes the name,
address, telephone number, program, contact people, and other per-
tinent data of every media target appropriate for your publicity ef-
forts. Compiling and maintaining this list will streamline your
publicity efforts and save time once you begin regular mailings.
In this chapter you will learn the four steps required for putting
together a meaningful media list, for keeping it current, and for ex-
panding it when necessary.
113
The four steps are —
(a) determining where and to whom to send press releases and
media kits,
(b) preparing the mailing list,
(c) evaluating the results, and
(d) updating the list regularly.
First, label a new file folder in your Publicity Planner “Media list
sources.”
b. WHERE TO SEND YOUR INFORMATION

1. Broadcast media
Begin by analyzing the broadcast media — radio and television — for
suitability as recipients of your press releases and other announce-
ments. Although the needs of the two are not the same, both are vital
to any media list.
(a) Television
Learn to watch television in Television provides a number of opportunities for publicity from the
a new way, focusing on the smallest local operation to the largest network. There are talk shows,
kinds of shows where news programs, variety hours, and even special-interest presenta-
people like you are making tions.
contributions. Watch the Learn to watch television in a new way, focusing your attention
credits of these programs on the kinds of shows where people like you are making contribu-
and write down the name tions. Refer back to chapter 4, “Understanding Media Accessibility,”
of the person you want to and watch for the kinds of programs that might be available to you.
reach with your press Watch the credits of the programs with pencil in hand to write
releases. down the name of the person you want to reach with your press re-
leases. The following notes will help identify the correct contact per-
son:
(a) In the case of news programs, you’ll want to get the name of
the assignment manager or assignment editor, if listed.
(b) For programs other than news, note the name of the pro-
ducer. Do not send material to the executive producer, since
that person is, by definition, removed from the day-to-day
operations of the program.

(c) To find the address of a television station, simply look up the
station’s call letters, such as ZXKY-TV, in your telephone di-
rectory.
Whenever you identify a television program that might be a pos-
sible publicity source, use Worksheet 4 as a guide for collecting the
appropriate information about the program. You can make copies of
the worksheet if you wish, and fill in the information on a separate
sheet for each source you identify. Keep the information in the
“Media list sources” file in your Publicity Planner.
(b) Radio
Whenever you have the opportunity, listen to interview programs on
the radio and analyze them for publicity potential. When you hear a
program that sounds promising for your publicity purposes, use a
copy of Worksheet 4 to record the name of the station, the title of the
show, and the types of subjects it covers. You can use your local tele-
phone directory to get the station’s address and telephone number.
Call the station to find out who produces the show you’re interested
in, and to verify your information. Again, use Worksheet 4 to collect
information about each radio program you think might be an appro-
priate target for your publicity efforts.
Once your media list is in place, it will be easy for you to send a
press kit to a TV program or a radio station and suggest yourself as
an interview subject. But you need to be familiar with the programs
first.
2. Print media
In the print category you will be looking at every source of printed
material that publishes announcements regarding social, business,
and individual achievements and events. This category includes a
wide variety of publications, such as magazines, newspapers,
newsletters, alumni bulletins, club announcements, trade publica-
tions, and professional journals.
(a) Check your own mailbox

Begin by concentrating on the mail you receive each day. Look
through it for any communiques which regularly carry announce-
ments of individual accomplishments or scheduled events. Social
Sending Out Your Message 115

WORKSHEET 4
MEDIA LIST WORKSHEET
When you compile your media list, use this worksheet as a guide for the information you need to as-
semble.
1. Name of program, publication, wire service, or Web site:
______________________________________________________________________________________
2. If broadcast medium, name of station:
______________________________________________________________________________________
3. If print medium, name of column or section:
______________________________________________________________________________________
4. Title of contact person:
______________________________________________________________________________________
5. Name of contact person:
______________________________________________________________________________________
6. Mailing address, including station call letters:
______________________________________________________________________________________
7. Telephone numbers — general:
______________________________________________________________________________________
8. Telephone numbers — special departments:
______________________________________________________________________________________
9. Fax numbers:
______________________________________________________________________________________
10. E-mail:
______________________________________________________________________________________
11. Days, times, and frequency of publication or broadcast:
______________________________________________________________________________________
12. Deadline information:
______________________________________________________________________________________
13. Types of subjects covered:
______________________________________________________________________________________
14. Special requirements:
______________________________________________________________________________________
15. Dates information verified:
______________________________________________________________________________________
Check if: Print Radio TV Wire service Web site

clubs, neighborhood associations, civic organizations, religious cen-
ters, and educational institutions all send publications that might
provide you with an opportunity for publicity.
Each time you discover a possible source, use a copy of Worksheet
4 as a guide for collecting the necessary information. From the publi-
cation’s title page or list of staff members, write down the name, address,
and telephone number of the publishing house or organization, and
any other information you need.
In addition, save one or two pages from the publication showing
announcements similar to those you plan to send. These will be use-
ful as a reference when you prepare your own publicity material.
Label them, and file them in the “Media list sources” folder.
(b) Newspapers
As you read your daily and weekly newspapers, spend a few extra
minutes looking for sections where your press releases might fit. Be
on the lookout for features that ask readers to send announcements
of their own activities, such as community calendars and neighbor-
hood reports. Frequently, at the end of such listings, are words like
“Send information about your activities to....” Whenever you notice a
likely recipient of your releases, copy the mailing information on a
copy of Worksheet 4.
And don’t overlook the writers who sometimes mention new
products or trends in their regular columns. To write to these colum-
nists, just address your news releases to them at the address of the
publication given on the title page.
(c) Trade journals

No list of print media would be complete without the association and
professional magazines known as “trade journals.” From accounting
to zoology, almost every occupation has its own publication today.
And the good news for publicity seekers is that the editors are always
seeking items of interest.
From now on, whenever you notice a trade-related periodical,
pick it up and flip through the pages for columns highlighting an-
nouncements. Often these features have titles such as “People in the
News” and carry photographs of the individuals mentioned. Once
again, you can keep a sample for your file, but always record the
name of the publication, the editor, and the mailing address.

(d) Magazines
Pay attention not only to the glossy national magazines, but also to
the city, regional, and special-interest magazines. Notice those that
mention new businesses, showcase new products, or spotlight new
trends — not in the advertising pages, but in the articles and
columns. Save any examples from magazines that might be suitable
future outlets for your press releases. Use Worksheet 4 to prepare a
sheet for each one listing the names of the editors that appear on the
title page, the address, and any other pertinent data, such as deadline
By constantly being on the information.
watch for possible media
outlets, you can make your (e) Entertainment guides
media list into a valuable Many places offer tourists free or inexpensive guides listing local
asset. events, activities, and points of interest. Most often these publica-
tions are distributed where tourists congregate, including hotels,
restaurants, and souvenir shops. Whenever you notice one, flip
through it to see if you might take advantage of any opportunities for
publicizing your company within its pages. If so, file a sample in your
Publicity Planner for reference and record the mailing information.
(f) Miscellaneous
Begin to make it a practice to notice new or special-interest publica-
tions as possible targets for your press materials. Scan newsstands,
pick up magazines in waiting rooms, and pay attention to what oth-
ers are reading. By constantly being on the watch for possible media
outlets, you can make your media list into a valuable asset.
3. News wire services

In many cases you will also want to send your press releases to the
wire services in your area. Wire services are news-gathering organi-
zations located throughout the world that provide information to
other media including radio, television, and newspapers.
News wire services are staffed by reporters and editors who cover
the events taking place in their own geographical area. Their stories
are then instantly transmitted to other newsrooms.
News wire services provide an important service for other media.
Small outlets with no reporters of their own, such as radio stations,
depend on wire services for virtually all of their news. Major media
players use the wire services as a kind of news “insurance” to make
sure they don’t miss any significant events around them.

In terms of the kinds of events covered, wire services generally
mirror the metropolitan news media — major national news, local
events, sports, and weather are all provided “on the wire.”
Wire service reporters cover the major events in person, but for
small business news or feature stories, the wire service staff is likely
to get its information over the phone.
One of the main features of the news wire services is the daily log
of events that will be covered in the news that day. This log is gener-
ally known as the “daybook.” Its listings include a variety of activi-
ties from court cases to press conferences, trade shows, and award
presentations. The daybook is so influential that for some news gath-
ering agencies, the daily list of activities and events provides the main
basis for assigning coverage each day.
The daybook listings themselves are fairly accessible to any news
event that appears legitimate to the wire service staff. But receiving a
one-line listing is not the same as actually getting media coverage, so
even though you send a press release to your local news wire service,
you will still have to contact all of your other target media as well.
To send your press releases to wire services, look in the telephone
directory under “News Services.” Call to find out which editor should
receive your press release. Then keep a record of that information in
your “Media list sources” file.
4. The World Wide Web

The Internet provides nearly unlimited possibilities but you’ll want to
target your electronic outreach as carefully as you do your other ef-
forts. Use search engines to help identify the Web sites that will be
most appropriate to contact with your information. Just as with other
media, you’ll notice that some Web sites are more receptive than oth-
ers to input like yours.
5. Naming names in the media

Always try to reach the correct recipient with the press releases you
send. Scoring a direct hit can save time and help you get your name
in the news faster.
When addressing your material, it’s an advantage to be able to
target it directly to the person who decides its fate. In most cases you

need only track down the person who holds the right job title,
whether that’s the assignment editor, producer, city editor, or other
position.
It’s always better to use the individual’s actual name if you are
confident that you have up-to-date information. But be warned:
members of the media tend to move around frequently and you’ll
need to double check your contact names regularly — at least every
six months. Don’t be afraid to phone and ask.
If you would rather send your announcements to the person in
charge of any particular department, the following list of titles should
be helpful:
(a) Newspapers: (Fill in specific section, e.g., Business, Lifestyle,
Calendar, etc.) Editor
(b) Magazines: (Fill in the name of the column, e.g., “New Prod-
ucts” or “Neighborly News”) Editor
(c) Local television news: Assignment Editor, (Fill in name of TV
station) Newsroom
(d) Television or radio talk show or variety program: Producer,
(Fill in name of program)
(e) All-news radio: Assignment Desk, (Fill in name of station)
(f) Radio — other than all-news: News Desk, (Fill in name of
station)
(g) Internet locations: carefully check over each site, to see what
information they provide to contact them.
c. PREPARE A MEDIA LIST

Now that you have identified the places you might send your public-
ity materials, you are ready to assemble your actual mailing list. You
will need to prepare and maintain it separately from any other mail-
ing lists you might have.
First, decide which method will be most convenient. The follow-
ing systems are the most widely used.
1. Rolodex
A Rolodex or a file box of index cards will provide the most flexibil-
ity for a media list by allowing you to remove or replace individual

entries easily. In addition, the space on the cards provides a place for
any personal notes or reminders.
2. Address book
An address book is more convenient to carry around than a card file,
but frequent corrections and changes can render the entries difficult
to read.
3. Separate sheets of paper

By using Worksheet 4 provided in this chapter, you can prepare a sin-
gle sheet of information on every entry in your media list and file
them in the “Media list sources” file in your Publicity Planner.
4. Computer
For some people a computer-generated list can be very functional,
providing not only a method for updating, but also allowing you to
print address labels automatically. If you are already using a similar
system for your customer or membership mailing list, you might find
it practical for your media mailing list as well.
5. Ready-made media lists

In addition to compiling a personalized media list, you can also ob-
tain ready-made guides from a variety of sources.
(a) In many locales, a printed list of media outlets is available
through business-related alliances such as the chamber of
commerce, the board of trade, the convention and visitors
bureau, and similar organizations.
(b) Most local publishers and broadcasters are listed in the tele-
phone directory. You can create an instant list by simply
copying the names and addresses directly out of the Yellow
Pages.
(c) Call local governments for information. Many publish media
lists and directories as a reference for new residents.
(d) Consult your local library. Most have at least one media di-
rectory available in the reference department.
(e) Use search engines to identify online media by region or cat-
egory.

d. GET THE INFORMATION OUT
You’ve written a sparkling news release. There’s a compelling item of
interest in it. You’ve identified the correct recipient — the person who
can make it “happen.” And now you’re wondering how to draw extra
attention to its arrival at its destination.
Should you send a private messenger, use an express delivery
service, or even drive around from office to office delivering news re-
leases yourself? The answer is no. Don’t waste your time and money
When sending out your because the traditional mail service works just as well — as long as
news releases, remember you allow a reasonable amount of time for delivery.
to concentrate on the Regardless of how much you spend to send your announcements
message, not the by way of costly delivery services, your news releases will only be de-
messenger. Just because livered as far as the front desk. From there they will probably be put
you pay a small fortune to
with the regular day’s mail and not given any special attention at all.
So once again, concentrate on the message, not the messenger.
have your news release
hand delivered, doesn't 1. To fax or not to fax
mean that it will reach the
With the proliferation of fax technology has come small mountains
right person, or receive a
of unwanted or “junk” faxes that, unfortunately for the sender, are
better reception from that often set aside or ignored by the media. There are appropriate times
person. to send your message to a reporter or editor via fax, and then there
are times when you’d be better off using the “old-fashioned” meth-
ods of communication.
(a) Fax advantages

The advantage of faxing your message, of course, is the immediacy.
You might not have time to alert the media of an event happening on
short notice, unless you make use of a fax. Your machine can report
that the fax was received on the other end, so you have the assurance
that the message went through.
(b) Fax drawbacks

Faxes are limited, though. If you’re trying to convey urgency to the
media, the fax may not be fast enough. Although faxes arrive quickly
at their destination, there might not be anyone around to read them.
If, for example, an airplane accidentally lands in the parking lot of
your business and you want to alert the news media, a telephone call
would be much more helpful than a fax.

And if your message isn’t urgent, there’s no reason to transmit by
fax, because you lose the professional appearance and aesthetic ap-
peal of your stationery. Fax paper is functional, but hardly official.
And, of course, with a fax machine you’re limited in what you send to
the media. Your business or Rolodex cards cannot be faxed, for example.
(c) The right time to fax

As a general rule, when contacting the media think of fax technology
as a supplement to other communication methods, not a replace-
ment. When a reporter asks you for more information, for instance, a
fax would be an ideal way of sending the details requested. However,
you’ll become a nuisance if you send unsolicited faxes and then make
follow-up calls to see if they’ve arrived in good form.
Faxes are not the best way to make a first impression. When
you’re trying to show an image, your stationery is often much more
impressive than a fax copy of your letterhead. Once you’ve estab-
lished your identity, and your logo, for example, faxed corresponence
becomes more acceptable.
2. Telephone facts
When you want publicity, avoid telephoning the media — at least
under most circumstances. Members of the press are always working
under deadline pressure with very little time to spare, and there is
never enough staff to handle telephone inquiries.
One major metropolitan daily newspaper in the eastern United
States recently reported receiving an average of nearly 20,000 indi-
vidual pieces of mail and 7,000 fax pages in its newsroom in a single
day. Imagine what would happen if all the people who corresponded
in writing felt compelled to follow up with a phone call.
Plan to communicate by mail except in cases when your news is
urgent — that is, it is taking place immediately or expected within
the next 24 hours. If a truck filled with eggs should spill its contents
outside your store and create a parking lot full of scrambled eggs, call
the local media right away. If you have some genuine “breaking
news,” it deserves more timely attention than it will get by mail or
fax, and there’s a good chance you’ll be the individual they interview.
Of course, try not to overestimate the significance of your story, but
never hesitate to call with a genuinely interesting occurrence or

newsworthy happening. On the other hand, don’t call about an event
that you’ve been planning for two weeks for which you never got
around to sending press releases.
When you do call, the reporter might want to take the informa-
tion directly over the telephone. But if he or she isn’t willing to do so,
you can offer to fax the information, which you will have to type up
in press release form.
e. EVALUATE AND UPDATE YOUR MEDIA LIST

Never call the media to ask
if your press release has
Every time you send out press releases, you want to know where your
announcement appeared and how much of it was used. Keep track of
been used. Instead, keep
where you send your releases, and follow up by watching the next
track of where you send several issues of each publication for your announcement, listening
your releases and watch to the radio, watching television, and going online to the targeted
carefully to see if they Web site. When people say they heard about you in the media, be
appear. sure to ask where they saw your notice. That way you’ll be able to
keep track of which media seem to be most receptive to your mes-
sages.
Never call the media to ask. Even if someone actually remem-
bered receiving your communique from among the thousands that
are sent, he or she would have no idea where or when it appeared.
You can, however, search on the Internet for your clippings. Many
newspapers, magazines, and other periodicals are available online, so
you can check in both the current and archived records for mentions.
Once you locate an article, print a copy to keep in your Publicity Planner.
If, after several attempts, your announcements are being ignored
by one particular media outlet, attempt to remedy the situation. Try
targeting a different person or a different department. But never con-
tact the media and ask why your news releases aren’t being used. In-
stead, consider the possibilities and make adjustments yourself.
For example, if you are mailing your press releases to the business
editor but they aren’t appearing in your local paper, see if they might
fit into another section, such as the neighborhood report, and start
sending them there instead. You might also try paying attention to
the types of announcements that do get picked up by the media. No-
tice how they differ in content from your own and adjust your news
releases to fit in with the others.

It’s possible that your messages are merely arriving too late. To
determine a deadline, contact the media outlet and ask what the
deadline is for news releases in that particular section. Be sure to note
the information in your media list.
Keep your media contact list up to date. Make sure that the places
you send your press releases are still the same — that they’re still car-
rying the same content, appearing at the same time, and are headed
by the same individuals. Occasionally a change in ownership can
mean a change in publication and broadcast policy as well. If you
hear that a publication has gone out of business, remove the name
from your list right away. Also, be on the lookout for new publications
and add them to your list whenever possible. Maintaining a media
contact list is an ongoing effort, but it is necessary to ensure that your
publicity attempts will not be wasted.

Now you need to set up the system you will use for compiling your
media list. If you should choose to use index cards, purchase the size
you find most suitable. Be sure to buy a file box for storing them. If
you get a container that closes securely, you’ll find it’s easier to carry
with you because the cards will not fall out even if the box tips.
If you prefer a Rolodex, use the same criteria for selecting the
style as when you purchase your Publicity Planner filing system. If,
for example, you will be carrying it outdoors, buy one that closes. If
you will have it on your desk top in plain view, choose one that looks
different from the others on your desk so that you can tell at a glance
whether it’s the customer list or the media contact list.
For computer users, keep your media list in a separate file and, of
course, make a back-up copy regularly.
Whenever you discover a possible new source for media publicity,
turn to Worksheet 4 as a reference and assemble all the appropriate
information. Store the data in your “Media list sources” file and add
the source to your actual mailing list — whether it’s a card file or a
computer list.

10
MASTERING THE MEDIA
INTERVIEW
a. INTRODUCTION
In almost every quest for publicity, one of the main objectives is to be
granted a media interview — a showcase that will allow you to pres-
ent your story to the public. It makes sense, therefore, to be well-
prepared for handling an interview when the occasion actually arises.
Understanding what is expected will help you make all the right
moves.
This chapter will show you how to talk to the media, from the
first telephone call you receive through a formal interview. In the
next chapter, you’ll expand your knowledge with some professional
pointers on looking your best for television interviews.
b. BE PREPARED FOR THE TELEPHONE CALL

Once you start sending out publicity material, representatives of the
media are likely to begin calling. There are four basic reasons they
might telephone you:
127
(a) To verify information in your news release
(b) To get additional details about you or your organization
(c) To get a “quote” to go along with the story
(d) To arrange an in-depth interview.
Should you ever receive such a call, don’t underestimate its im-
portance. The way you handle the initial query can make all the dif-
ference in how your story is covered. Although they might appear to
be casual requests, all journalistic inquiries should be taken very se-
Always be prepared for riously.
press reaction by having all Always be prepared for press reaction by having all necessary in-
necessary information close formation at hand, or at least being able to get it quickly, just in case
at hand. you do get a request for further details. Then make every effort to an-
swer questions on the spot. Otherwise, you might lose your golden
opportunity.
Even if you are occupied when you hear from the media, stop and
give the caller your full attention if it is at all possible. After all, you’re
the one who initiated the contact by sending out a statement. If you
appear to have lost interest, the media will, too.
c. THE PRE-INTERVIEW
Occasionally the first telephone call you receive in response to your
publicity effort will actually be a thinly disguised audition or “pre-
interview” interview, designed to see how well you would perform on
the air or in an otherwise formal situation. In those cases, your re-
marks, including what you say as well as how you say it, will become
the criteria for choosing you as an interview subject.
If the media does call regarding your publicity material, make the
most of the occasion by treating the conversation as if it were a gen-
uine broadcast performance.
N Be enthusiastic.
N Respond with short, lively answers.
N Speak up clearly.
N Avoid off-color expressions.
N Don’t oversell your product by sounding like a commercial.

d. HAVE YOUR ANSWERS READY
If the caller requests an appointment for an interview or an appearance,
you will probably want to think about your answers ahead of time.
Since spontaneous statements are preferred by the majority of inter-
viewers, however, most prefer not to divulge the nature of their ques-
tions in advance. You do have the right to know, before a long
interview, the subjects in which the reporter is interested. And if the
interviewer won’t tell you, you can always try to second-guess what
the questions might be.
Many journalists bristle, however, when told certain topics are
“off limits,” so don’t try to control the topic.
Does agreeing to an interview obligate you to answer personal
questions? It depends on whether the queries are actually relevant or
merely rude. You certainly need not answer any questions that offend
or embarrass you, but if you refuse to answer, try to appear polite and
sincere rather than hostile.
e. NETIQUETTE
It’s simply good manners to ask ahead of time if it’s appropriate to
give out your Web address during an interview. If so, you’ll want to
make sure the interviewer has the address ahead of time. On the
other hand, it’s quite possible the media wants to direct inquiries to
its own site. If so, you’ll want to ask for a link to your Web location,
for people who want more information.
f. THE ABCs OF INTERVIEW SUCCESS

Being interviewed by the press should never be taken for granted;
there is more to answering a journalist’s questions than meets the
eye. To present yourself in the best light during any interview, re-
member your ABCs: accuracy, brevity, and context.
1. Accuracy
Get your facts right, and use those facts to enhance your remarks. An
opinion becomes an “expert opinion” when it’s backed up by hard
data. Know the important numbers — whether it’s a quantity, date,
time, or percentage. Accuracy doesn’t require minute precision — you
don’t need the head count of a crowd, but if you say it was 12,000
when it was actually 1,200, reporters will soon cease to seek you out
as a source.
Mastering the Media Interview 129

2. Brevity
A short, simple answer is usually the best answer. That doesn’t mean
saying only “yes” or “no,” however, because then you leave the re-
porter without any meaningful quotes. One or two sentences are ad-
equate. If reporters want to hear more, they will ask a follow-up
question.
3. Context
It’s a frequent complaint: “I was quoted out of context.” To help pre-
vent that, listen to every question and make sure you understand it
before you answer. There’s nothing wrong with asking a reporter to
clarify something you find ambiguous. It’s better to let the reporter
rephrase the question, than to guess what the reporter had in mind.
g. INTERVIEW TIPS
1. Be quotable
During an interview, one of your goals should be to say something
significant that the media can later attribute to you in a quotation.
Media experts do this by learning to turn their answers into quotable
During an interview, one of statements through one particular technique: incorporating the ques-
your goals should be to say tion into the answer. Read the following examples and then practice
restating the question as part of your answer.
something quotable.
Learning to speak in short Question: Why did you decide to become a bridal consultant?
sound bites will help Weak answer: To help others.
journalists to pick out a
Quotable answer: I decided to become a bridal consultant because,
good, memorable quote.
after planning the weddings for all 12 of my children, I wanted to put
my experience to work for others.
Question: What advice do you have for others who might be think-
ing about opening their own bookstore?
Weak answer: Sign a short lease!
Quotable answer: For anyone thinking about opening a bookstore
my advice would be, “Sign a short lease!”
2. Speak in sound bites

In taped or otherwise recorded interviews, the journalist’s job is to re-
duce a great deal of information to a condensed version for print or

broadcast purposes. Even though an interview can last for 45 min-
utes, the final story might be edited down to as few as 30 seconds on
the air or 4 sentences in print.
Therefore, to become a sought-after media source, learn to keep
your statements brief and to the point. As soon as you start to ram-
ble, you make it difficult for a journalist to edit your response into us-
able form.
You can help your interviewer as well as yourself by always speak-
ing in “sound bites” — 13- to 15-second remarks that make a point
clearly and cogently. Even if it means practicing with a stopwatch, it
pays to learn how to make every word count.
3. Add color
You can liven up any discussion by using comparisons the audience
can relate to. For example, rather than describing a product by its
exact size and weight, make it more colorful by creating a picturesque
image. Using such phrases as “It’s the size of a compact car” or “It
weighs about as much as a penny” gives the public something more
to remember than straight statistics.
4. Tips from the professionals

Career spokespersons and others whose job it is to speak to the press
have learned the best ways to handle certain situations. From that
experience, here are some guidelines designed to make media inter-
views less painful and more profitable.
For examples of how to answer questions, read the following sug-
gestions and then, for additional examples, turn to Sample 18.
(a) Talking “on the record”

The police are required to warn criminal suspects that anything they
say can be used against them. Unfortunately, journalists don’t offer
any similar advice to interviewees. But if there were a media warn-
ing, it would be this: Always assume that everything you say is ON
THE RECORD.
Regardless of the interview situation if everything you say is suit-
able for broadcast or publication, you will never have reason for em-
barrassment.

SAMPLE 18
ANSWERS TO DIFFICULT QUESTIONS
Although you might be interviewed several times without ever encountering a difficult or embarrass-
ing question, it’s a good idea to be prepared to answer such queries just in case the occasion should
arise.
1. Personal questions
Question: How much money did you earn last year?
Incorrect response: That’s none of your business.
Correct response: That’s a rather personal topic and I’d feel uncomfortable talking about it if you
don’t mind.
2. Negative comments
Question: Why is your product better than your competition’s?
Incorrect response: My competition doesn’t care about customer service.
Correct answer: I can only speak for myself, and I try to maintain the highest standards in cus-
tomer service.
3. Criticism
Question: Why does the County Consumer Commission have 25 complaints against your com-
pany?
Incorrect response: Oh, some people just like to complain.
Correct response: We care about our customers and always try to see that they’re satisfied. If
people have complaints, I hope they’ll bring them directly to us so that we can take care of them
as quickly as possible.
4. Hypothetical questions
Question: What if your license were taken away and you were forced to relocate to another state?
Incorrect response: I would retire to the mountains and spend all my time fishing.
Correct response: That’s a hypothetical situation, and I’d rather wait to see what actually hap-
pens.
5. Telling the truth

Question: How many widgets did you sell last year?
Incorrect response: I don’t remember.
Correct response: I’m not sure of the answer to that, but I’ll be glad to find out.

(b) Tell the truth
Whenever you are being interviewed by the media, always tell the
truth. If you don’t know the answer to a question, admit it. To main-
tain your credibility with members of the media, you must be truth-
ful at all times.
(c) Avoid advertising

Keep in mind that an interview is not meant to be free advertising.
Whether you’re being questioned about a news story or are a guest on
Always tell the truth when
a television talk show, resist the temptation to push your product. In-
you are interviewed, or you
terviewers dislike “hard sell” tactics.
will lose your credibility
By avoiding bias toward specific brands and by allowing the inter- with the media.
viewer to mention your product, you’ll gain further credibility.
(d) Think positively

It is unwise to speak negatively or critically of others during an in-
terview because such statements tend to reflect unflatteringly on the
speaker instead. Rather than portraying your competition as inferior,
for example, emphasize your own strong points and leave your re-
marks at that.
(e) Hypothetical questions

Once your name appears in the news several times, the media will
begin to perceive you as enough of an expert to call and ask for your
opinion from time to time. Occasionally this means that you will be
asked to discuss a difficult or sensitive subject. Although this is an
opportunity for publicity, there can be pitfalls.
Whenever this happens, you can avoid a number of problems by
following one simple rule: Never answer a hypothetical question.
h. PRACTICE, PRACTICE, PRACTICE

Very few people are “naturally” good at giving interviews. The experts
are simply those individuals who have done it often enough to look
natural. If you don’t have the experience, though, you can gain the
self-assurance you need by spending time practicing. Here’s how to
get the most out of your rehearsal.

1. Plan ahead
As an interview subject, you cannot control the date or time of your
appearance in the media. But you do have dominion over two impor-
tant factors: what you say and how you say it.
Each time you know in advance that you will be speaking with a
writer or appearing on television, take time beforehand to plan cer-
tain remarks. That way, during the interview you will be able to make
your points clearly and concisely. Then, regardless of when or where
you are mentioned, your quotes will add sparkle to the story.
2. Brush up on your anecdotes

One way to score a hit with an audience is by relating colorful anec-
dotes during an interview. Even though you might not possess the
skills of a professional raconteur, you can prepare for the task by ask-
ing yourself the following questions and then working the answers
into your conversation.
(a) What are some of the most positive results you have had
since you began offering your product or service?
(b) Which part of your job do you enjoy most?
(c) Describe the funniest thing that’s happened to you in the
course of running your business or organization.
(d) What is the most rewarding part of your job?
(e) Do you have any warnings for the public about (fill in your
type of business)?
3. Try these rehearsal techniques
When you’re alone, such as driving in your car, begin to spend time
thinking up and answering some typical questions you’re likely to
face in an interview. Depending on what you’re representing and who
is questioning you, these will vary, but interviews usually include cer-
tain standard queries.
N Why did you start this company (organization, service)?
N What is unusual or unique about your product?
N Do you have any advice for consumers?

Answer yourself out loud. Listen to your answers, or better yet,
tape record them. Rate your performance according to the following
criteria:
N Do you speak in complete sentences?
N Are you providing interesting information or an opinion that
you can back up with some data?
N Are you varying your vocal intonations?
N Do you manage to complete your thoughts within the 13- to
15-second “sound-bite” time frame?
N Do you sound comfortable rather than tense or nervous?
4. Review the dos and don’ts

Each time you are interviewed by the media, you will become more com-
fortable with the procedure and your responses will come more easily.
But to ensure a polished performance every time, take a moment to
review the reminders in Checklist 3.

To make the most of your rehearsal, write down the best answers that
you come up with while practicing your “sound bite” techniques.
Then try to work them into your responses so that they become au-
tomatic. Record them for reference by writing them down and stor-
ing them in a Publicity Planner file folder labelled “Interview notes.”
By preparing yourself this way before you are interviewed, you can
easily review your notes even on very short notice.

CHECKLIST 3
INTERVIEW ETIQUETTE
Before you participate in any media interview, review the following helpful hints.
DO
N Have access to the data you need.
N Give the reporter your full attention.
N Assume that everything you say is “on the record.”
N Tell the truth.
N Enhance your remarks with facts.
N Incorporate the question into the answer for more meaningful quotes.
N Answer questions within a 13- to 15-second time frame.
DON’T
N Make negative or critical remarks.
N Treat the interview as a free commercial.
N Answer hypothetical questions.
N Say anything “off the record.”
N Stray from the subject.

11
POLISHING YOUR
TELEVISION IMAGE
a. INTRODUCTION
If you’ve been invited to appear on television, you’ve scored a home
run in the publicity game. And regardless of whether it’s an interview
on the evening news, an appearance on local-access cable TV, or a
guest spot on a nationally syndicated talk show, you’ll want to look
your best. That means learning inside secrets of television makeup
and wardrobe techniques.
b. MAKEUP
1. Why makeup is needed
Applying makeup for television is not simply a matter of adding
glamorous touches for a special occasion. It is a mandatory step for
both men and women who are planning to go before the cameras.
Everyone — from heads of state to former football players — wears
makeup on TV because they want to appear healthy and vigorous, not
pale, flat, and washed out. And so should you.
137
Makeup is necessary because television lights are very intense.
The brightness of the lights improves the quality of the picture but,
at the same time, overpowers the natural color of the skin, often cast-
ing a faint blue tint that is anything but healthy-looking. Even in
“natural” or low-light situations, the camera itself washes out some
of the intensity, meaning you have to compensate by adding color to
your skin.
2. Do-it-yourself makeup
Television lights are very For most of your appearances on television, you will have to do your
intense and will make you own makeup. In television news, as well as in most other local pro-
seem unhealthy and pale.
gramming, makeup artists are rare. So be sure to ask before your ap-
pearance whether or not someone will be available to apply your
Both men and women need
makeup, because unless you’re specifically told otherwise, you will be
to wear makeup for entirely responsible for your own appearance.
television interviews.
In addition, since you probably won’t have a chance to do more
than add powder after you get to the television studio, plan to look
your best before you arrive.
3. Makeup basics
Before you face the cameras, here are some quick guidelines for both
men and women on makeup application:
(a) Start with a good concealer, preferably one with a yellow tint,
to neutralize the red or purple color of dark circles and blem-
ishes. Apply it under the eyes and to any noticeable discol-
orations.
(b) Even if you wear makeup every day, do not use your normal
color for television. Choose a shade with a slightly orange
tint to compensate for the blue cast of the television lights.
This is true for all skin tones.
(c) Apply makeup with a cosmetic sponge, making sure to carry
the color over to include exposed areas of your throat, hair-
line, and even ear lobes. Makeup should not end abruptly, as
the difference in tone will show.
(d) To bring out cheekbones, a touch of iridescent or very light-
colored highlighter can be applied just under the outer edge
of the eye, atop the peak of the cheekbone.

(e) For most appearances, men need only follow those steps
with a light coating of translucent face powder patted on to
prevent shine. For those men with receding hairlines, the top
of the head also requires both foundation and powder.
4. Makeup tips for women only
When appearing on television, many women prefer to brighten their
natural color slightly more than men do by adding cheek blush, eye
makeup, and lipstick. The following guidelines have been designed to
help achieve the best effects. For a complete checklist of colors, see
Checklist 4.
(a) Blusher and lipstick

Use cheek blusher and lipstick that complement the colors of your
clothing. A maroon blouse, for example, will start a color war with an
apricot blush because one is cool while the other is warm. If you’re
wearing clothing with a blue or rose undertone, therefore, choose a
blusher in the same family. If your clothing falls in the warm cate-
gory, with gold or yellow undertones, select warm colors for your
makeup.
(b) Eye shadow

Avoid blue, purple, green and other unnatural skin colors for eyelids.
Instead, choose colors like charcoal, taupe, gray, and brown to create
more natural contours and shadows. If you want to add a highlight
color just below the eyebrow, opt for subtle, skin-tone shades like pale
peach or light rose for light- and medium-toned skin; copper or rust
for bronze and dark skin tones.
(c) Color blending

Make your colors slightly more intense for television than you would
for the office by applying more makeup than usual. But before you
finish, be sure to blend the edges of your blush, eyeliner, and eye
shadow very carefully. There should be no sharp lines between colors.
(d) Lipstick
Using a lip pencil one shade darker than your lipstick is a good idea
because it defines the shape of your mouth and helps to contain the
color. When choosing lipstick, avoid very dark shades, especially
Polishing Your Television Image 139

CHECKLIST 4
TELEVISION APPEARANCE CHECKLIST
PREFERRED AVOID
Concealer Yellow-tinted White
Foundation Orange-tinted Tints that match natural

skin tone
Highlighter to add dimension Pale shades
Blush Soft colors: rose, peach with Burgundy and other deep,
darker shades for contour blue-based reds
Eyeliner and mascara Black, charcoal, brown Blue
Eye shadow Shadow: darker shades of rust, Medium or light blues and
brown, taupe, gray bright, spring green
Highlighter: soft shades of off-white, Bright colors

peach, light pink, soft gold, copper
Lip colors Muted shades: plum, watermelon, Burgundy, violet, pale pastels,
rose, ruby, garnet gloss
Clothing, patterns Solid colors, soft patterns Sharp or small patterns,

tight stripes, geometric
design, chevron tweeds
Clothing, colors Intense shades: burgundy, teal, White; colors that blend into
blue, rich yellow, rust, reds, purple natural skin tones
Jewelry Brushed or satin finish; pearls; Flat, shiny surfaces;

non-reflective metals dangling earrings; large pen-
dants; noisy beads, bracelets
Eyeglasses Glare-resistant lenses; plastic frames Dark-tinted lenses;

metal frames

those with a purple or blue undertone. Remember that the lights are
somewhat blue already, and the effect can be ghoulish if you’re not
careful. Also, stay away from glossy lipstick and never add lip gloss;
the shine can be very distracting on television.
(e) Powder
Always finish your makeup routine with a light dusting of translu-
cent powder. If you apply your makeup more than 20 minutes before
the interview, re-apply the powder before you face the cameras.
c. CLOTHING
After you have been called on to appear on television, one of the most
important decisions you will make is choosing what to wear. You
know that in everyday life some clothing colors are more flattering
than others, but for television you need to consider several other fac-
tors as well.
1. Color
In general, solid colors work best on television. Stripes, tight pat-
terns, and geometric designs all tend to cause visual “vibrations” on
the screen, a distracting zig-zag pattern called a “moire effect.”
2. Avoid white
The only exception to the solid color rule is white; never wear solid
white on television. It “flares,” causing a shutdown of the camera iris
which, in turn, will make you look dark and shadowy. A small
amount of white, as in a collar, piping or a pocket handkerchief, is ac-
ceptable. But if you’re wearing a white shirt or blouse when the TV
crew shows up, change it if possible. Or, at the very least, put on a
jacket.
3. Style
When choosing your on-camera clothing, be yourself, within limits.
Wear the colors and styles that are right for you, not necessarily the
ones your own favorite TV personality wears. Your personal best
should be based on your own individual coloring and must comple-
ment you. Therefore mimicking someone else’s taste in wardrobe will
never be successful.

The same is also true for the style of clothing you choose, whether
that means a high neckline, a round collar, or — for men — a bow tie.
Just remember that your style should never be so extreme that it will
create a distraction for viewers.
4. Appropriate attire
Dressing appropriately for television means wearing correct clothing
for your type of business. A store owner would look out of place in
formal evening dress while working behind the counter. And a civic
Make sure to choose your leader would appear much too casual being interviewed while wear-
television wardrobe ing a T-shirt and shorts.
carefully. Certain colors
5. For men only
and patterns cause visual
distractions and should When choosing attire for television, men should make a point to wear
be avoided.
knee-high stockings. That way, if they are seated and their trousers
should rise above their shoes, their legs will be covered.
d. ACCESSORIES
When you’re in front of cameras, whether for still photographs or tel-
evision, your goal should be to look your best without creating a dis-
traction: no dark sunglasses, no overpowering jewelry, no unusual
hats. To create the best impression, the secret is to keep your acces-
sories conservative.
1. Jewelry
Choose a “stealth” design — that is, one without large, reflecting,
shiny surfaces. Brushed metal is less likely to catch the lights and
cause an unwanted reflection.
Make sure your jewelry isn’t noisy. Two or three strands of beads
can create an annoying, clicking sound whenever you move that will
be magnified by the microphones.
Avoid jewelry that “moves.” Dangling earrings and swinging pen-
dants have a tendency to draw the audience’s attention away from
what you’re saying.
2. Hats
Don’t wear a hat on television if you can help it. Hats can cast shad-
ows across your face and make it impossible for the camera operator
to focus on your features.

3. Eyeglasses
Manufacturers now offer eyeglass lenses that are glare resistant and
very suitable for television. If you plan to appear on camera, consider
having your regular lenses replaced. If you do not have specially
treated lenses, try to work with the camera operator to reduce glare
by tilting your glasses downward, if necessary. Also, avoid metal
frames when possible; they’re more likely to cause a reflection.
e. BODY LANGUAGE
Although many television interviews are known as “talking heads,”
which means the camera only shows the participants from the shoul-
ders up, the way you sit or stand can still make a difference in how
you look. For example, the positioning of your body can determine
whether you appear to have a full face, a short neck, or broad shoul-
ders.
Before you appear on television, try to find a comfortable position
that allows you to keep your back straight, your shoulders relaxed,
and your head up. Practice ahead of time by sitting or standing in
front of a full-length mirror. Strive for an attentive look and erect
posture. Then close your eyes and try to remember how it feels to be
in the proper position.
f. FULL DRESS REHEARSAL

If you are planning a major publicity tour to promote your project, it
would benefit you to rehearse as fully as possible ahead of time. In
order to accomplish this, you will need to enlist the aid of at least two
other people.
First, find someone to play the role of your interviewer and to ask
you questions you have designed for the purpose. Second, if possible,
have a friend videotape your rehearsal so that you can see how you
will actually appear. If no camera is available, try to practice in front
of a mirror.
During the rehearsal, pay particular attention to three aspects of
your on-screen behavior:
N Remember to look at the interviewer, not the camera.
N Find a natural, resting position for your hands.
N Never fidget or exhibit any nervous mannerisms.

g. WHAT TO EXPECT AT A TV STUDIO
If you are invited to appear at a television studio for your interview,
knowing what to expect ahead of time can help to calm any fears.
Most stations ask guests to wait, at least for a few minutes, in what
is called the “green room.” Don’t be surprised if it’s not green, or even
if it’s not a room. “Green room” is just the television term for the
waiting area.
When it’s time for your interview, you will be escorted into a stu-
dio where the crew will offer you a seat and a microphone. Occa-
sionally a technician will ask you to adjust your clothing or remove
your jacket for a moment in order to hide the microphone cable.
If your appearance is part of a program being produced elsewhere
— that is, if you’re only facing a camera rather than an interviewer —
To prepare yourself for an
you’ll be given an ear piece called an IFB. Work with the crew to make
interview, try rehearsing sure it’s comfortable and securely in place and that the volume is loud
with a few friends. Make a enough for you to hear. Following that, the interviewer or producer will
list of questions that you usually speak with you for a few minutes about the program’s focus.
may be asked, and practice And finally, it’s lights, camera, action!
answering them. During the interview, the studio crew will use gestures to signal
the interviewer which camera to turn to and how much time is left.
Just ignore their signs and focus on your conversation. Everything
else will take care of itself.
h. LAST-MINUTE APPEARANCES
Many times, especially with TV news, interviews are conducted “in
the field.” This simply means that a crew will record the interview
somewhere other than a television studio. So don’t be surprised, once
you become a familiar face to the media, if you get a call asking if a
reporter can drop by in an hour or two to conduct an interview for
immediate airing.
In fact, if you have one or two appropriate outfits for television, it
would be wise to keep them at hand. And once it seems a possibility
that you and the media will definitely be seeing more of each other,
you should also be ready to apply your TV makeup on short notice.
Cooperating with the media can be your key to success.

If you should receive a call requesting a television interview, you will
want to be prepared. So go through your wardrobe and makeup now
to see if you need to add anything.
First, on a piece of paper, list the clothing and accessories you
own that would be most suitable for a television interview. Include
the jacket, the shirt, the jewelry, the belt, the shoes, and other items
that complete the outfit. If necessary, consider purchasing the requi-
site wardrobe.
Next, practice putting on TV makeup a few times and write down
the colors you are using. If you don’t have any translucent powder,
make sure you buy some and keep it on hand.
Finally, store this wardrobe and makeup information in the “In-
terview notes” file of your Publicity Planner. When that all-important
phone call comes in asking for a television interview, you’ll be able to
pull out one file and have all your necessary information at hand.

12
TALKING THAT TALK
a. INTRODUCTION
Television is not the only broadcast medium available to the savvy
self-promoter. Radio also provides a rich vein of publicity opportuni-
ties, as does the ever-expanding Internet, once you know how to
make use of them. And although a one-minute radio commercial can
cost more than $1,000, you can reap the equivalent of 30 times that
much in free air time by learning to follow the rules. Just as with the
other media, if you put together a top-notch proposal, you’ll discover
that producers are willing to consider your suggestions. And before
long, you’ll become a regular on the radio and Internet chat show
circuit.
b. BEGIN AT THE BEGINNING

To be a guest on radio, whether local, regional, or nationally broad-
cast, you don’t have to be a famous author, a well-known movie star,
or an influential politician. Regardless of your specialty, you can find
a program with your name on it by simply researching the radio market.
147
Where should you start your quest for this broadcasting bonanza?
For beginners, try to rehearse your routine on the local level before
taking it to the big time. Anyone who has ever been interviewed live
on the air can tell you: It’s better to learn the ropes first in front of a
small audience than to get all tied up in knots before millions.
First, write or call your local radio stations to obtain their program
guides. (Even 24-hour music stations sometimes offer talk program-
ming on weekends.) You can find the contact information you need
in the phone book under “Radio Stations” or “Broadcasting Compa-
nies.” Decide which of the vast array of talk shows sound most ap-
propriate for your organization’s message, then listen a few times.
Once you’ve become acquainted with the various hosts, along with
their favorite subjects and their individual styles, choose several for
your initial approach.
c. MAKE CONTACT
Prepare the number of media kits you’ll need, omitting photos as
radio is not a visual medium. In each cover letter (addressed to the
producer, never the host), compliment some aspect of the program
When contacing radio show you’ve targeted so the recipient will know you’re familiar with the for-
producers, remember not mat. Then explain why you would be a timely and attention-getting
guest.
to use the word "publicity."
You'll have better luck if Just remember never to use the word “publicity.” While talk show
you present yourself as a producers are always looking for lively new ideas, they’re not inter-
fresh solution to a common
ested in pushing your product or service. So instead of asking for free
advertising, find a news peg on which to hang your interview.
problem.
For example, in the spring a personal fitness trainer might men-
tion that beach season is approaching and the public will appreciate
some quick shape-up tips. In the fall, the same expert could offer to
give advice on getting ready for ski season. Nonprofit groups can also
provide valuable, up-to-date advice to listeners, from the latest med-
ical news to the hottest trends in home offices. In either case, by pre-
senting yourself as a fresh solution to a common problem, you’ll have
a better chance of being chosen.
d. WRITE YOUR OWN SCRIPT

More than another other medium, radio requires lively and colorful
conversation to prevent listeners from tuning out. So once you’re
booked, plan to practice (using a stop watch and a tape recorder) to

get into the rhythm of answering questions in concise 15- to 30-second
sound bites. Guests who are ill-prepared or who ramble on endlessly
before coming to the point are never invited back.
To insure success, memorize a number of humorous or helpful
anecdotes ahead of time. Then, should the program wander far afield
or even take an unpleasant turn, you can always insert your prepared
comments into the conversation. If a caller should ask an embarrass-
ing question, you could respond by saying, “I don’t know the answer
to that, but let me tell you the funniest (or most important or most
dangerous or most valuable) advice I’ve ever heard on that subject.”
By having a script in your head, you can more easily lead the in-
terview in the direction you choose. This technique worked excep-
tionally well for a woman entrepreneur who was annoyed by a talk
show host who kept asking inappropriate questions. When he finally
paused for breath she immediately interjected, “You know, one ques-
tion I’m asked a lot is ...” From that point on, she was in control and
able to steer the conversation where she wanted it to go.
e. AVOID ADVERTISING
As with all media interviews, never treat a radio spot like a commer-
cial. Your host wants only to entertain the audience, not to sell your
merchandise. Your job is to be charming, clever, and colorful. If you’re
a likable guest, listeners will respond positively to your product or
service. But allow the host to promote you and your organization gra-
ciously with the comments written on his cue cards.
If you do have details which the host isn’t aware of, such as a spe-
cial phone number listeners can call, ask if you can give it out over
the air. Make it easy on the audience, though, by allowing them time
to find a pencil. Then state the information slowly and clearly —
twice.
f. WORLD WITHOUT WALLS

Amazingly, most of the one million radio interviews conducted an-
nually don’t even take place in a studio. Thanks to modern technol-
ogy, the vast majority are conducted by telephone from wherever the
guest happens to be at the time — at home thousands of miles from
the station, driving down the street in a car, or even in the bathtub.
(It’s true. One veteran of the airwaves takes pride in dispensing ad-
vice while up to his eyeballs in soap bubbles.)
Talking That Talk 149

Because it’s now possible to be “live” on the air in snowy Mon-
treal at the same time you’re poolside in steamy Miami, making a
name for yourself on the radio is easier than ever. To find out which
talk shows await you, check the media guides in your local library
(and on the Internet). You’ll find the names, addresses, producers,
and telephone numbers for more than a thousand programs, all of
which need an endless supply of guests.
When arranging a remote interview, which is the industry term
for long-distance radio appearances, you’ll need to schedule a date
and time with the program’s producer. Since these programs can
Due the existence of
cross a number of time zones, make it quite clear what time it will be
long-distance radio
for both of you. If you’re not familiar with the show because it’s not
appearances, it is now broadcast in your area, be sure to ask about the format, the audience,
possible to be "live" on the the length of the interview, any other guests, and the types of ques-
air in Montreal while tions the host will ask.
lounging poolside in Miami. Find out if it’s a call-in show so you’ll be ready to respond. And
most important, always ask for a telephone number in the studio
which you can call in case you get disconnected during the broadcast.
Despite everyone’s best intentions, accidents do happen and you
need to be ready to take action.
On the day of the actual remote interview, you’ll receive a phone
call a few minutes ahead of time and, after a brief wait, you’ll hear
the radio personality introduce you. At the same time you’re carrying
on your conversation with the host, your voice will be broadcast.
When callers are invited to participate, you’ll hear them through the
phone. Remember to relate your responses to the time of day where
the audience is located.
To sound your best, be seated comfortably in a quiet room with
no ringing bells, chiming clocks, crying babies, or barking dogs. Al-
ways turn off your call-waiting feature so no extraneous sounds will
interfere. Finally, make sure you have all your necessary reference
materials close at hand, including pen and paper for keeping track of
important facts, such as the host’s name.
g. IN THE STUDIO
If your interview will take place at a radio station, don’t be intimi-
dated by the equipment in the studio. Someone will demonstrate
how to speak into the microphone and you’ll be given headphones to
hear caller questions. Be prepared to give your business card to the

switchboard operator as you leave the radio station and politely ask
to have any inquiries referred to you. Many talk shows don’t have a
designated individual to handle follow-up calls, which means impor-
tant connections might fall through the cracks.
h. RULES TO REMEMBER
When being interviewed on the air, always assume your microphone
or telephone line is open and broadcasting. Never, never say anything
aloud — to the host, to yourself, or to someone in your house — as-
suming that you’re speaking in private. By the same token, refrain
from commenting on the commercials in any way. Focus completely
on getting your message out and save your personal asides until the
program has ended. The rules of Internet
chatrooms are constantly
Also, occasionally when the audience is invited to participate, a
prank caller will say something offensive or even obscene. Should changing, so make sure you
this ever happen while you’re a guest, just keep quiet and let the host are clear on all the details
handle the situation. They’re trained to deal with such annoyances. before you become a
chatroom guest.
Following every interview, once you’re back home or at the office,
immediately send a thank you note to the producer and another to
the host. Don’t mention the “free publicity” aspect, but let them
know you enjoyed the experience. Enclose a business or Rolodex card
and be sure to say you’d love to be invited back again.
i. THE CHATROOM EXPERIENCE

The rules of Internet chatrooms are constantly changing. You can’t
take anything for granted. For example, some Internet chatroom
hosts will provide a typist for you, so that you conduct something
more like a telephone interview. The typist is on the other end of a
phone line, rapidly putting your words on the screen. Other sites ex-
pect you to do your own typing. Chatroom participants might be
quite limited, or the discussion could by open to anyone on the Web.
Some sites will screen the comments and queries before they’re dis-
played, others will allow the conversation to go wherever the partici-
pants want. As with all media appearances, you’ll want to maintain
a professional demeanor, and allow the host to exercise control over
the chat’s direction.
When you’re invited to be a chatroom guest find out as much as
you can about the format ahead of time. Who are the other partici-
pants? How long will the chat run? What’s the focus and the tone of
Talking That Talk 151

the chatroom? Is this going to be an actual, live exchange, or is it
merely a place where questions and answers will be shown? Is the chat
going to be archived? That way, you can make the most of the oppor-
tunity by being prepared. Just as you would for any other interview,
you need to practice giving short, high-impact responses. This is is no
time for long explanations, just highlights. Make sure you save the
chatroom experience for your own records, because it can help you
polish your style and improve your performance.
j. ADD TO YOUR PUBLICITY PLANNER

Keep track, in chronological order, of all your guest spots. For TV and
radio, it’s important to keep track of the station name, address, pro-
gram name, producer, date, time, host, fax and telephone numbers
and any comments you want to make. After Internet appearances,
print out the chatroom exchange that featured you and make sure
you have all relevant Web addresses on file. Put it in your “Media
List” folder and refer to it whenever you have news you think any of
them might want to know.

13
PUBLIC SPEAKING FOR
PUBLICITY AND PROFIT
a. INTRODUCTION
When you are seeking ways to make your name better known to the
public — whether in your local community or on a national basis —
one of the best solutions you will find is public speaking. Not only
does speaking before groups afford an excellent opportunity for pub-
licity, but it can also generate extra income.
This chapter will demonstrate the value of public speaking, both
as a promotional tool and as a method of increasing your profits. You
will learn several ways to make public speaking a regular part of your
publicity program, how to prepare your presentations, and where to
find your potential audiences.
Regardless of your education or occupation, you can profit from
public-speaking opportunities. In fact, with practice, you might even
be able to turn lecturing into a lucrative sideline that increases your
income and your public profile at the same time.
153
b. THE BENEFITS OF PUBLIC SPEAKING
Public speaking, whether formal or informal, has a number of ad-
vantages for both business and nonprofit concerns. First, it provides
a showcase for you to introduce yourself and your endeavor to the
public. Second, by allowing you to talk to many people at once, it
helps spread the word faster than one-to-one communication. And,
finally, it gives you an opportunity to publicize yourself in the media
by supplying you with a promotable activity.
Public speaking allows Although you might think of public speaking strictly in terms of
you to introduce delivering a serious lecture to a large audience, in actual practice it
also includes a number of less formal occasions as well. Here are
yourself and your
some of the most frequent opportunities for public speaking:
endeavor to the public,
and to spread the word (a) Presenting a short talk to social clubs, business organiza-
much quicker than one- tions, and fraternal groups interested in your topic
to-one communication. (b) Giving an after-dinner speech at the monthly meeting of
some type of professional organization
(c ) Being chosen for a panel discussion organized to present in-
formation to a particular group of individuals
(d) Conducting a workshop
(e) Participating in a high school’s “career day” events where
students learn about different occupations
(f ) Speaking at a seminar held during a convention or trade
show
(g ) Teaching a class
(h) Delivering a formal speech in a large auditorium
If you’re wondering how any of these activities might actually
help to build your business, add to your income, or increase public
awareness of your organization, examples abound. For instance, a
landscape designer who conducts classes on backyard gardening says
he regularly acquires new customers not only from among his stu-
dents, but from their friends as well. Likewise, a management con-
sultant reports that she gains new clients every time she participates
in entrepreneurship seminars sponsored by her local government.
A construction contractor has discovered that it pays him to teach
a home building course because he not only earns a salary, he attracts

new clients to his firm at the same time. And one home-based business
owner actually increased her income from $5 an hour as a typist to
$100,000 a year by conducting workshops on how to start an in-home
business.
c. BEGIN WITH THE BASICS

If you’ve never lectured or taught before, you’ll probably find it most
comfortable to begin by addressing small groups, choosing informal
occasions, or participating in a panel discussion rather than speaking
alone. Then as you become more comfortable with the situation, you
might want to move up to larger audiences, more formal settings, or even
to full-time paid public speaking, as more than one entrepreneurial-
minded individual has done.
In any case, the first step is to become acquainted with the op-
portunities that exist in your immediate area. If a classroom situation
appeals to you, begin by calling your local educational institutions
and inquiring about non-credit teaching positions in your field of ex-
pertise.
If club meetings seem more suited to your talents, then ask at the
chamber of commerce or other community associations for informa-
tion about groups that might be interested in having speakers.
Contact appropriate government agencies to see if they ever spon-
sor educational, business, career, or professional seminars in which
you could participate as a speaker or workshop leader.
If it’s appropriate, check with the recreation department where
you live to find out if there are any outdoor programs that use guest
lecturers.
Whenever you find an opportunity that sounds suitable, offer
your services over the telephone. If the person you’re talking to says
the group needs a more formal proposal, send them a media kit
(without a press release). They’ll undoubtedly be impressed with
your presentation.
Finally, consider putting on a lecture right in your own store or of-
fice. Whether it’s a fifteen-minute demonstration of computer equip-
ment or a one-hour discussion on estate planning, you’ll find it
valuable because it actually brings people into your place of business.
Public Speaking for Publicity and Profit 155

d. DESIGN A PRESENTATION
Once you decide to try your hand at public speaking, your first chal-
lenge will be to develop your presentation. Several simple tips will
help you organize your speech and get you started in the right direc-
tion.
1. Answer consumer questions

Whether you are designing a five-minute talk or an eight-week
course, plan your remarks to answer consumer questions about your
subject, not to sell your own products and services. As a business
owner, you are familiar with the most common questions your cus-
tomers ask. A good speech will simply answer those questions.
If you own an accounting firm, for example, you should not try to
Remember: a speech is sell your services to the people in the audience, but instead you
not a sales talk. Educate should address their consumer questions, such as how many years
consumers and generate they must keep their canceled checks. Or, if you own a clothing bou-
a little good will, but tique, rather than recommending certain brands, you might offer
guidelines for “finding your own style.” In one suburb, a paint store
don't push your product.
holds occasional evening seminars on professional house painting
techniques while a medical clinic offers free lectures on good eye
care.
Remember that a speech is not a sales talk. A speech is simply an
opportunity for you to educate consumers and attempt to generate a
little good will.
2. Emphasize only a few main points

Before you write your speech, sit down and think about the five or
ten things you would tell all of your customers if you had the oppor-
tunity. Would you advise them to clean their furnace filters more
often? Would you suggest that they buy their running shoes one size
larger than their dress shoes? Would you tell them what to look for
when buying a camera?
List those hints on a piece of paper and you have the basis for
your presentation. In a very short talk, you might even address only
one topic, such as “The Best Way to ....” By emphasizing only a few
main points, your lecture will be cohesive and make a strong impres-
sion on the audience.

3. Use visuals
You can make almost any presentation livelier by including some type
of “prop” or visual aid. It can be one of your products, a poster-sized
photograph, an informative chart, or any other visually exciting ob-
ject. Just make sure that whatever you choose is large enough for
everyone to see and that it enhances your presentation in some way.
But avoid exhibits that require you to turn out the lights or set up a
projector, as they tend to slow the pace.
e. GET THE WORDS RIGHT

Unless you have been selected to deliver a keynote address, treat your
presentation as a one-on-one conversation. Take your list of main
points with you and try to mention them all. But rather than reading
from a written page or memorizing a long speech, talk to your audi-
ence as if they were customers shopping in your store or asking for
your advice. Your natural enthusiasm for your subject will earn the
audience’s respect and help prevent you from becoming nervous.
Of course, to make the best impression, you should rehearse your
presentation ahead of time. Always allow time to practice aloud be-
fore the actual performance. By doing so, you’ll not only become
more comfortable with the content, you’ll know how long your
speech lasts in case members of the group want to know.
Also, always plan to ask for questions from the audience at the
end of your talk. If you’re friendly and approachable, you’ll not only
gain new customers, you’ll lay the groundwork for future speaking
offers as well.
But if you think you could use a little help before venturing out
on the lecture circuit, just attend a few club meetings, classes, or
seminars yourself and pay attention to the interaction. It will give
you a clear idea of what an audience expects as well as what type of
presentation to prepare.
f. GIVEAWAYS
Each and every time you appear as a speaker, take two items with
you. First, always have a press kit in case a member of the media is
in attendance. Second, take along some sort of souvenir to give to au-
dience members at the end of your presentation.
Public Speaking for Publicity and Profit 157

Whether you hand out your business card, your brochure, a
packet of information specially prepared for the occasion, or even a
pen carrying your company emblem, always be prepared with enough
items for everyone in the audience and a few extras to take to their
friends. That way your presentation will create a more lasting im-
pression, and it will be easier for interested individuals to contact you.
g. TURN PUBLIC SPEAKING INTO PUBLICITY

If, by now, you’ve decided that you want to make the most of public
speaking, then you’ll also want to get as much publicity as possible
out of every undertaking. That means sending press releases from
time to time regarding your speaking engagements. And, it means
listing your upcoming appearances on your Web site.
Each time you speak at a seminar, teach a course, conduct a
workshop, or deliver a presentation to a group, you actually have your
choice of two opportunities to send news releases — one before the
event announcing that it will take place and another after it’s over
describing the outcome. But if you plan to speak often, you won’t
want to send too many releases or you’ll blunt their effect. Instead,
send one news release only regarding each speech. Once you’ve noti-
fied one particular media outlet, don’t send any more speech-related
releases to that target.
Once people begin to see your name mentioned in various places
as a speaker, you might even begin to get invitations to appear before
more groups.
h. ADD TO YOUR PUBLICITY PLANNER

If teaching a course or speaking to groups appeals to you as a pro-
motional activity, then you need to label a new folder in your Public-
ity Planner to hold the appropriate materials. Call it “Public
speaking/Teaching” and use it to file your lecture notes as well as a
sample of the promotional items you plan to give away at each ap-
pearance.
In addition, keep a list of all the places you speak, the dates of the
appearances, and the topics. And once you have delivered a number
of talks, if you find that you are able to give the same presentation to
most groups with only a few changes, you might want to write and
store permanent outlines for lectures of different lengths. That way,
preparing for each speech will require a minimum of time.

14
WRITING AS A PUBLICITY
TOOL
a. INTRODUCTION
Like teaching classes or giving speeches, writing for publication can
also provide a unique vehicle for publicity purposes, not only by get-
ting your name into the media, but also by helping you to earn extra
money and enhancing your professional reputation. Although you
might believe that you lack the necessary qualifications to become a
published writer, don’t feel intimidated. There are many ways of
breaking into print and you might be surprised to find how many you
can use.
In this chapter you will learn how to give your writing a profes-
sional look, where to get it published, and how to use your byline to
boost your business.
b. WIN PUBLICITY WITH YOUR PEN

Can writing something for publication actually bring publicity to you
or your organization? The answer is yes.
159
First, when you have something published, your name as author
is usually printed right at the top of the page, which means that
nearly everyone who reads the publication will see it. In addition,
many magazines, newspapers, trade journals, and newsletters also
print a brief “biographical note,” adding even further to your name
recognition.
Second, every time you have something published you create the
opportunity to send a press release announcing your achievement.
Third, being published increases the public perception of you as
Everyone who needs the
someone of note, an expert in your field. You gain credibility when a
public to survive can
publication seemingly “endorses” your viewpoint by allowing you
increase visibility and space in its pages.
enhance his or her image
But who can benefit from this type of activity? Everyone who
by having something
needs the public to survive can increase visibility and enhance his or
published. her image by having something published.
As an example, an artist wrote an article about a sketching tech-
nique she developed, which was published in a magazine for profes-
sional painters. Then she sent a press release about the article to her
hometown newspaper and to her college alumni magazine. Both
publications mentioned not only her article, but her artwork as well,
resulting in actual sales for the artist.
In another situation, a real estate agent’s commentary on sales
techniques appeared in a real estate trade magazine. He sent that ar-
ticle, along with a cover letter and a press release, to a community
newspaper, which sent a reporter and published a feature article on
him.
The variations are endless. But the results are the same: writing
for publication is a cost-effective promotional tool that also provides
multiple opportunities for publicity.
c. VARIOUS FORMS OF WRITING

Don’t be intimidated because you think you need to produce a long,
complex composition to have something worth publishing. In fact,
writing for publication can take a wide variety of forms, from a two-
sentence household hint to a full-fledged book. Even a letter can be
used to generate publicity. As you assess your own writing abilities,
consider putting some of the following ideas down on paper.

1. A letter to the editor
Whether you want to state an opinion, elicit support for a project, or
thank members of your community for their help, writing a letter to
the editor, signed with your name and title as well as the name of
your organization, can bring instant attention. In fact, newspapers
and magazines occasionally telephone letter writers to interview
them for articles.
2. A hint, tip, or suggestion

Watch for columns in magazines and newspapers that print sugges-
tions from readers along with the readers’ names and locations. If
you think of a clever or original idea, send it along. Even that kind of
media mention can bring a surprising amount of attention to you,
and then become the basis for sending a press release.
3. A numbered list of consumer tips

Start with a title like “Ten Ways to ...” or “Five Methods of ...” deal-
ing specifically with your specialty, then just write a paragraph (or
even a sentence) on each. A travel agency owner might write about
little-known tourist bargains or a financial consultant might offer ad-
vice on saving money for a college education. Base the tips on the
questions your customers ask you most often and you will have an
instant article suitable for any number of publications.
4. A regular column
Have you ever wanted to write your own column in a newspaper or
magazine? If so, sit down and write three or four and mail them to
an editor along with a letter explaining that you are interested in be-
coming a regular columnist. If you prefer the question-and-answer
format, make up questions just like those your customers ask you.
One woman who owns a garden supply shop writes a weekly ar-
ticle in a suburban newspaper about the latest trends in backyard
gardening. Similarly, a lawyer provides written answers to questions
for the real estate section of a community newspaper. Look through
your own newspapers and you’ll probably find several spots where
you can contribute too.
5. An article
If you really enjoy writing, you might want to put together a regular
article, just like those you see every day in print. Depending on where
Writing as a Publicity Tool 161

you hope to see it published, you can write an essay, an interview, a
travel feature, a how-to article or even a first-person narrative based
on some exciting incident in your life. It doesn’t necessarily have to
be related to your business, but be sure to include the name of your
company in the biography you send, as explained in section d. Rules
for Writing.
6. A book
Some business owners have actually written books, had them pub-
lished, gained publicity, and attracted new customers to their firms.
One landscaper has even parlayed his publishing success into a sec-
ond career by putting out a series of books, all based on his knowl-
edge of plants and trees.
Submitting a book proposal to a publisher is not that different
from submitting an article, except that you need to include a detailed
outline of the entire book and, sometimes, at least two completed
chapters. Publishers often will send you guidelines for submissions
on request.
d. RULES FOR WRITING

If you would like to try your hand at producing something for publi-
cation, there are a few rules to which you will have to adhere to have
your manuscript read.
(a) Begin with a one-page cover letter typed on your business
stationery, introducing yourself.
(b) Everything must be typed. The cover letter may be single
spaced but the article must be double spaced. Both need
margins of at least one inch all the way around.
(c) Use only good quality white paper and black ink for the
article.
(d) For submissions of more than two pages, do not fold, but
send them flat in large envelopes.
(e) Everything you submit must be completely original.
(f) Number the article pages at the top and type your name and
address, single spaced, in the top left-hand corner of every
page.
(g) Include a biography similar to the one in your press kit.

(h) Enclose copies of any previous writing you have had pub-
lished.
(i) If you are submitting a one- or two-page article, simply send
it to the section editor of a newspaper or magazine. But if you
are proposing a longer article or a book, it is more acceptable
to send a query letter rather than a finished article. A query
letter is a cover letter describing your article and your cre-
dentials for writing it. In it you should say whom you plan to
interview; where you did research; the number of words of
the finished article; and why readers of that particular pub-
lication would be interested.
(j) Always enclose a self-addressed, stamped envelope large
enough for the editor to return the entire submission.
e. MARKETS
Just as with your other publicity efforts, you will need to build your
reputation as a writer from small, local publications to larger outlets
with national circulations. Before your submissions will be welcomed
at the most prestigious publications — national magazines and large
metropolitan daily newspapers — you will need to prove yourself by
having your writing printed in publications with smaller readership.
Don’t be afraid to start at the bottom rung and work your way up
the ladder of literary success; every time your name appears in print
you are a winner. Even if you begin with a short piece in your club
newsletter for which you receive no payment, you will still increase
your visibility in three ways: as a writer, as an expert in your field,
and as a leader in your organization.

If you should decide to try your hand at writing for publication, pre-
pare for it ahead of time by labelling a folder in your Publicity Plan-
ner “Writing opportunities.” In it you can file ideas of your own when
you think of them and also save articles written by others as inspira-
tion for columns of your own. Then, one day when things are quiet,
you’ll be able to sit down and start work on your very first piece of
published writing.
As you mail your submissions and query letters, always keep a
copy in this file. And when you succeed in getting into print, create
one more file folder labelled “Published writing.”
Writing as a Publicity Tool 163

15
POLISHING YOUR PUBLICITY
TECHNIQUES
a. INTRODUCTION
As you look forward to your contacts with the media, you’ll want to
be aware of every technique that can work to your advantage, from
the specifics of how to talk to the media to the rules about schedul-
ing a media event to maximize coverage.
In this chapter you will learn some of the advanced techniques
that will enhance your publicity drives and help you attract more and
more attention. You might never need some of this information, but
it’s important that you understand the techniques in case you do.
b. ESTABLISH CORDIAL MEDIA RELATIONS

A good relationship with the press doesn’t require you to invite re-
porters to lunch once a week or take them to the golf course on week-
ends. Rather, a good relationship is one in which the reporter
recognizes and respects your efforts, both in your business and in your
165
media contacts. Achieving this is related more to how well you up-
hold standards of reliability and integrity than how “chummy” you
are with individuals in the media.
It is advisable to be friendly and cordial to members of the media,
of course, but within the confines of any business relationship. Keep
in mind that, in this case, even when the reporter invites casual ban-
ter, you’re speaking “on the record,” not privately to an individual.
1. It’s not your show

To maintain good media
When you send out a stack of press releases, you’ll have an idea of
contacts, focus on your how you’d like to see the item treated by the media. But once those
personal standards of mailings leave your hands, so does control over the subject. If an ed-
reliability and integrity, itor, reporter, or producer takes an interest in your suggestion, it’s en-
rather than on becoming tirely up to that individual — and those who work with him or her
"chummy" with people in — to decide how the subject will be handled. The worst thing you can
do is make an effort to control what is said, how it’s said, where the
the media. And remember
coverage is placed, how much time or space is given, and who else is
— you're always "on the
contacted in the process. Simply put, it’s not your show. You control
record." what you say, and that’s all you can do.
2. When all is said and done

Because most news reporters cherish the image of themselves as ob-
jective observers of events, you’ll want to avoid any suggestion to the
contrary. That means you need to be careful to avoid “thanking” a
news reporter for “publicity,” which suggests that reporter is some-
how doing you a favor by highlighting you or your enterprise. Rather,
it would be more appropriate to tell a reporter you’re pleased to see
that the newspaper, magazine, or broadcast thought this was an im-
portant topic to cover.
After you’ve received news coverage, follow-up notes are very un-
common, but if you feel compelled to send a note, you might simply
say you thought the reporter, or interviewer, did a good job with the
subject, and that you thought the article or program was very inter-
esting. This is your opportunity to tell the newsperson that his or her
work was noticed. If you have had any audience feedback, mention
it to the reporter; that information is more flattering than any praise
you can offer.
However, if you should ever be a guest on an entertainment pro-
gram rather than a news program, it is always acceptable to send a

note of appreciation. Address it to the producer and the staff. Again,
be sure to mention any positive response you’ve had.
3. Don’t become a pest

Ask reporters what bothers them most, and many will say it’s people
who are constantly nagging them for coverage. No one, and no or-
ganization, can be that newsworthy. Therefore, it makes no sense to
deluge the media with daily press releases, or even weekly ones. You
only diminish the impact.
As a general rule, avoid sending more than one press release
every two or three months to any individual media outlet.
c. PYRAMID ON PREVIOUS PUBLICITY

It is important, when organizing a publicity plan, to allow for flexi-
bility so that you can respond immediately to any positive results. If,
for instance, one of your press releases should earn you a favorable
feature story in a small “shopper” newspaper, don’t leave it at that.
Take the time to parlay that attention into even more publicity.
This kind of effort is called “pyramiding” on your publicity suc-
cess. It provides the means to build systematically on your publicity
achievements by using one media mention to motivate interest else-
where. Pyramiding allows you to prove your “newsworthiness” by
demonstrating that other media outlets have found you worthy of
coverage. By clipping and saving all of your press mentions and keep-
ing a record of your broadcast interviews and Internet appearances,
you will have a tangible history of your coverage to present to new
media outlets.
Pyramiding offers double value to any publicity program. In the
short term, immediately following any successful publicity coup —
such as a feature article in a trade journal highlighting your company
— you can notify other media for a possible follow-up story. In the
long term, perhaps after a year or two of periodic coverage by your
local media, you can use your accumulated clippings to generate in-
terest in the national media.
When pyramiding on publicity in this fashion, a few guidelines
will help ensure your success.
Polishing Your Publicity Techniques 167

1. Crossing over
If you are ever the subject of favorable treatment in one medium,
such as a newspaper, use that mention to generate coverage in some
other medium like radio or television. For example, if your new busi-
ness is featured in a weekly community-oriented newspaper, don’t
send the clipping to a similar publication. Instead, send it — along
with a cover letter and press kit — to a local radio or television out-
let. Although many journalists do look for story ideas in material that
has already been published or broadcast, most of them prefer to be
It is important to keep your the first to cover a story in their particular medium.
name in the news so that
To put it another way, you stand a better chance of pyramiding a
both the public and the
newspaper story into a radio interview than you do of using a clip-
members of the media ping from one newspaper to gain mention in a different newspaper.
remember your name. This Likewise, once you have been interviewed on radio, you can send a
can lead to further publicity press release to a newspaper describing your radio experience.
opportunities.
2. Local to national or national to local
To attract wider media attention, you can send your media kit en-
closing copies of local press interviews to regional and national mag-
azines and TV shows asking the recipients if they might be interested
in a related story. If you have appeared on television or spoken on the
radio before, be sure to mention that in your cover letter.
By the same token, if your first mention in the media should
come in a nationwide broadcast or publication, you can send that in-
formation to your local media either in a press release or a media kit.
Include a cover letter explaining that you have already received na-
tional attention for your work and asking if they would like to know
more about you.
3. Snowball effect
For publicity purposes, it is important to keep your name in the news
so that both the public and members of the media remember your
name. Therefore, even if your initial publicity efforts produce only a
modest response, pyramiding can be very important to achieving
media success. By knowing how to start the snowball of publicity
rolling in the first place, you can create an avalanche of attention.

d. WATCH YOUR TIMING
How does the evening newscast manage to get everything covered in
exactly the same number of minutes every night? Why is the Mon-
day morning paper always filled with articles even though nothing
really “newsworthy” usually happens on Sundays? Where do talk
shows always find the perfect guest for every topic? Is it just luck? Of
course not: it’s planning.
Understanding how, when, and why each medium makes its
planning decisions will give you a better chance of getting your story
on their agenda. And making note of such information in your media
list will help you score higher when you mail your messages.
1. The three-cycle rule

When your press release is linked to a specific time, date, or event you
should schedule it to reach its destination at least three editions,
broadcasts, or publications in advance. That means if you’re notifying
weekly papers — or a weekly feature in a daily paper — about an
event, they usually need to know about three weeks ahead.
When contacting a television station for coverage in a daily news-
cast, your best chance is to get your news release to them three days
ahead of time.
By the same rule, a monthly magazine needs your information at
least three months prior to publication, although holiday and special
issues are sometimes planned as much as a year in advance of publi-
cation.
Editors can sometimes arrange coverage of a story at the last
minute, but that’s an effort they save for compelling late-breaking
news only.
2. When timing is of no importance

On the other hand, there are those times when your news release is
not specifically tied to a certain time or related to a particular date.
When you are sending out a consumer hint as a way to get your name
in the news, for example, the publication date is not of utmost im-
portance. Even in that case, however, it is still best to get it into every-
one’s hands at the same time. That way, when an editor looks over
your information, he or she hasn’t already seen it in the morning
paper or heard it on last night’s news report.

e. TAKE ADVANTAGE OF A “PHOTO OP”
Occasionally an event that is not newsworthy by itself will get media
coverage simply because the occasion offers an unusual or exciting
photographic opportunity, known as a “photo op.” If, for example,
your community group held its annual luncheon at a hotel, it would
not be a major news event. But if you invited an ice sculptor to pre-
pare the centerpiece and then notified the press that this talented
artist would be creating his work before their very eyes, the media
would probably be there to capture the action on film and videotape.
That is a photo op — no news, just visuals. But the value is that
by using those photographs, the media will also mention that the ice
sculpture demonstration was part of your community group’s annual
luncheon.
If you are planning a photographic opportunity and the event is
open to the public, you can send a press release. Or, if you only want
to notify the media, you can send a media advisory, as explained later
in this chapter under the heading “Holding a News Conference.”
f. USE PUBLIC SERVICE ANNOUNCEMENTS

One advanced publicity technique you might want to use one day is
the public service announcement, commonly referred to as a “PSA.”
Public service announcements are statements designed for radio and
television broadcast and aimed at informing the public about some
issue of general interest. For example, the government uses PSAs to
broadcast brief tax-preparation tips and reminders just before the
deadline for paying annual income taxes.
Even though PSAs must be free of commercial content, entrepre-
neurs are learning to take advantage of them by occasionally provid-
ing helpful services to the public and having it announced over radio
and TV. Sponsoring fingerprinting days for children, fire department
demonstrations of home safety techniques, or displays of burglar-
proofing equipment are examples of this type of public service activ-
ity.
PSAs fit into their own special niche in the media. Although
they’re not quite news stories and they’re definitely not advertise-
ments, they can be valuable as publicity.

1. Radio versus television
PSAs are scheduled for the convenience of the broadcasters. The
statements are used to fill odd moments of time, such as a few sec-
onds between commercials. At radio stations, announcers read PSAs
over the air either live or on tape. On television, however, PSAs must
be “produced,” which requires time and trouble on the part of the
station. Your chances of coverage on the radio are much greater,
therefore, than they are on television.
In any case, to inquire about placing a PSA, you need to call your
local station and get the name of the individual in the public affairs
department who handles public service announcements. But before
you place the call, you should understand the limits imposed by the
media. On the radio an average PSA lasts approximately 10 to 20 sec-
onds. On television, the typical length is 30 seconds. It is generally easier to get
your public service
2. Writing the PSA release
announcement aired on the
Although a public service announcement is similar to a press release, radio than on television.
a few of the rules for writing them are different. Note the following
differences in particular:
(a) Deadline: Submit PSAs at least two weeks in advance of the
desired broadcast date to allow the TV or radio station the
time needed to pre-record it for broadcast.
(b) Release date: Instead of providing a release date, type the
exact dates on which your announcement may be read on
the air.
(c) Special instructions: Since broadcast announcers are not fa-
miliar with your organization, provide (in parentheses) the
phonetic pronunciation of any unusual, foreign, or difficult-
to-pronounce words or names.
(d) Media kit: Sending your PSA in a media kit can sometimes
help to convince the recipient that not only does your event
deserve a free announcement, it is also worthy of an in-depth
story.
See Samples 19 and 20 for examples of releases for PSAs.
g. HOLD A NEWS CONFERENCE

If you suddenly find yourself with a story that’s generating a great
deal of public interest, would you know how to handle it? One of the

SAMPLE 19
PUBLIC SERVICE ANNOUNCEMENT — 20 SECONDS
PHREDD’S PHARMACY
4321 CAPSULE COURT
PHREDERICK, MARYLAND 00000
Telephone: (555) 555-5555
Fax: (555) 555-1111
E-mail: phredd@pharmacy.com
Public Service Announcement
START: December 1, 20—

DISCONTINUE: December 15, 20—
CONTACT: Philomena Phredd
Days: (555) 555-5555
Evenings: (555) 555-1212
20 Seconds
When you think of the upcoming holidays, consider those children who won’t be receiving any gifts
this year.
Phredd’s Pharmacy, at 4321 Capsule Court in Phrederick, Maryland, is collecting new toys to dis-
tribute to youngsters who otherwise would face a very bleak holiday season.
Please bring in your donations before December fifteenth.
The children thank you.

SAMPLE 20
PUBLIC SERVICE ANNOUNCEMENT — 10 SECONDS
PHREDD’S PHARMACY
4321 CAPSULE COURT
PHREDERICK, MARYLAND 00000
Telephone: (555) 555-5555
Fax: (555) 555-1111
E-mail: phredd@pharmacy.com
Public Service Announcement
START: December 1, 20—

DISCONTINUE: December 15, 20—
CONTACT: Philomena Phredd
Days: (555) 555-5555
Evenings: (555) 555-1212
10 Seconds
Phredd’s Pharmacy, at 4321 Capsule Court in Phrederick, Maryland, is collecting new toys for needy
children this holiday season. Please make your donation before December fifteenth.

best ways is to arrange a news conference, also referred to as a press
conference.
Designed to allow you to speak to several members of the media
at once, a news conference not only results in wider coverage, it also
saves you the time and effort of repeated one-on-one interviews with
reporters.
But press conferences are not for everyone. It’s important to
know when a news conference is appropriate and when it is not.
1. Purpose
When you call a news conference, you’re telling editors and produc-
ers that there is a specific time set aside for the coverage of your an-
nouncement.
2. Subject matter
The media needs a compelling reason to send a reporter or a photog-
rapher to a news conference. What kinds of topics interest them?
(a) A well-known person who is otherwise inaccessible to re-
porters
(b) The findings of a recent study or project with widespread
public interest
(c) A significant development in a story that has already been
receiving attention
(d) A response to multiple media queries for information
3. Notifying the media
To let the media know you’re holding a news conference, you should
send out a special notice called a media advisory, or press advisory as
it is also known. Invite both print and broadcast outlets by sending
the advisory to the appropriate names on your media mailing list, in-
cluding the local assignment desk of any wire service in your area for
inclusion in the daybook.
A media advisory is basically nothing more than a specialized in-
vitation to reporters. In style and content it differs from a press re-
lease because the media advisory doesn’t provide the actual news
story, just information on the press conference. Not intended to be

printed in the newspaper or broadcast over the air, the media advi-
sory is strictly to invite the media to attend the planned event.
Written like a memorandum, it should be typed, single spaced,
and include five basic items of information regarding the scheduled
news conference: who, what, when, where, and background infor-
mation. See Sample 21 for an example of a typical media advisory.
If you happen to have an item of “breaking news” — something
major that has happened suddenly — and you’re sure there is sub-
stantial interest, it is acceptable to call a news conference the same
day by notifying all your media contacts, either by fax or over the
telephone. It’s a bit more risky to do so, though, as reporters might
not be available to attend.
4. Scheduling for local television news

If your goal in scheduling a news conference is to have your story ap-
pear on that day’s local television news programs, you need to be fa-
miliar with newsroom headlines. On average, to receive the most
coverage on weekdays, plan your press conference for mid morning.
Even an early afternoon news conference will draw some attention if
it allows reporters enough time to put together a story for that
evening’s newscast. But any news conference scheduled after 3:30
p.m. is automatically less likely to get coverage because deadline
pressures build as the day goes on.
What day is best for television coverage? Being flexible can mean
a media coup. Weekends are generally very slow times in newsrooms, Be sure to be sensitive to
so scheduling your news conference on Sunday can mean more media deadlines when
prominent coverage.
scheduling a news
5. Elements of a news conference conference. By holding your
conference in the morning,
There are three basic components of a news conference:
you give reporters enough
(a) A “handout” consisting of a news release or media kit given time to put together a
to reporters just before the press conference story before the deadline.
(b) A statement made by the organization’s spokesperson in-
cluding a few minutes of background, history, details, and
explanation
(c) A question-and-answer session to fill the rest of the allotted
time

SAMPLE 21
MEDIA ADVISORY — NEWS CONFERENCE
HOMETOWN SYMPHONY ORCHESTRA

345 CHORAL WAY
HOMETOWN, NEW YORK 00000
MEDIA ADVISORY
Contact: Victor Vibrato

Telephone: (555) 555-5555
Fax: (555) 555-1111
www.hometownsymphony.org
WHAT: News conference to announce future plans of the Hometown Symphony Or-
chestra as a result of fundraising efforts.
WHEN: Tuesday, January 12, 20—, 11:30 a.m.
WHERE: Symphony Hall Rehearsal Studio, 345 Choral Way, Hometown, New York
WHO: Victor Vibrato, Concertmaster
BACKGROUND: The Hometown Symphony Orchestra has experienced financial difficulties over a
seven-year period. Last March, the Friends of the Symphony launched a
fundraising drive with a goal of $50,000. This news conference will reveal the re-
sults of that effort.

6. Visuals
If real estate depends on “location, location, location,” then television
needs “visuals, visuals, visuals.” Because displays and demonstra-
tions are more attention-getting than “talking heads,” you can in-
crease your chance of coverage on all the media by incorporating
some type of visual aid into your presentation.
As a rule of thumb, at a news conference, if one speaker out of
twelve makes use of a prop, that person will be the one who is shown
on the evening news and featured in the newspaper photograph.
Not all visual aids are a plus, however. Stay away from slides and
overhead projectors because they tend to slow down the pace and
darken the room too much for photographs. Instead, aim for a display
or prop that puts you in the picture as well.
7. The setup
In order to flow smoothly and comfortably, a press conference should
be set up in advance and include the following items:
N Head table for the speaker(s)
N Chairs for reporters
N Space behind the chairs for TV tripods
N Electrical outlets for camera lights
Two optional items you might want to include are a podium for
the speaker and simple refreshments for the press, such as coffee and
doughnuts.
8. The 5- and 30-minute rules

It’s crucial that you be organized and on time, and that your entire
presentation, and question-answer time, is kept within 30 minutes.
Reporters simply won’t tolerate a long lecture from you about every
single detail, and their news stories can only hit the key points. So a
good rule of thumb is that no individual should speak for more than
five minutes. The purpose of a press conference, after all, is to give re-
porters the opportunity to ask questions. Some reporters might wish
to delve into more detail, and might want to talk with your further at
the end of the news conference. Make yourself accessible for those
follow-ups, but allow the other news people to leave.

9. Avoid overreaching
A news conference is not an event for beginners. It requires a news-
worthy topic, organization, and polished presentation. You’ll want to
have some experience dealing with reporters before setting up such
an event, because a failure at this level could damage your credibility.
h. INCLUDE THE INTERNET

Shortly after its inception, the Internet quickly became a prime tar-
A news conference is not get for publicity campaigns. After all, not only is the World Wide Web
an event for beginners. A accessible internationally, but many of the promotional opportunities
failure at this level could
it offers cost absolutely nothing. So whether you’re designing a pub-
licity blitz for your organization or yourself, be sure to integrate the
damage your credibility, so
Internet into your plans.
make sure you're ready
before you act. Of course, as with all bids for media attention, the type of out-
reach you choose will depend on what you’re promoting. But the fol-
lowing section should give you several ideas for making the most of
your Internet options.
1. E-send your message

If you’re already sending your own original e-newsletter to regular
customers and potential clients, consider adding selected media re-
cipients to your mailing list. When you’re sure your personal period-
ical is brief, newsworthy and well-written, target a few of your
favorite editors or reporters. One Web site operator who did this was
rewarded when a major publishing house offered to turn several of
her newsletters into a book, simply because one of its editors had en-
joyed reading the short articles.
2. Talk it up
Love to answer questions? Perhaps you’re the perfect candidate to get
free publicity on the Internet as an online chat guest. Visit a variety
of Internet chats before you offer your own expertise so you’ll be fa-
miliar with the different formats that are used. For example, some
chats are live, while others consist of questions which are answered
days in advance of the posted interview date. At some Web sites the
interviewee is required to type his or her own answers, while at oth-
ers the host handles all the computer interaction from a remote location.

In any case, being a chat guest on a heavily visited Web site can
boost your business or heighten awareness of your cause. Just be sure
to use proper “Netiquette” and ask in advance if you can announce
your own Web site address during the chat or if the host will do it for
you. And always remember to send out news releases in advance of
your appearance in order to garner the largest possible audience.
3. Web publishing
Dream of becoming a published writer? One woman began a lucra-
tive career as a columnist by posting original business hints on her
own Web site. Before long, she was offered a salary to contribute a
column of similar helpful hints to an online magazine aimed at en-
trepreneurs. How did the woman make sure the e-magazine knew
about her Web site? Every month when she posted new tips, she sent
a press release to the magazine’s editor.
Just as you might offer to write an article for a newspaper or mag-
azine, you can also try to publish a freelance piece in an online mag-
azine. Simply approach the editor in exactly the same way you would
for a regular magazine. You might not get paid, but it would be an op-
portunity to reach a new audience without paying for advertising.
Just be sure to include your Web site address as a reference for read-
ers.
4. On-camera options
Want to be on TV? Visit the Web site of those talk shows or news pro-
grams that you think would best showcase your particular product or
service. Read the content thoroughly, then use the e-mail address
provided to contact the correct person and suggest yourself as a
guest. Try to post a message which states your case in no more than
two or three paragraphs, then include your own phone number and
Internet address. Many such Web sites even post upcoming program
titles and invite visitors to apply for guest appearances.
5. Increase visibility
In order to facilitate the media’s choosing you as an interview sub-
ject, list your Web address in as many online Internet directories as
possible. Many such listings are free of charge and they can help turn
your Web site into a goldmine of publicity possibilities. And if you

have a physical location in addition to your virtual address, consider
including that on your Web page as well, as your location can some-
times make you a more desirable subject for interviewers.
6. Post your opinions

In the same way you can write letters to the editor and sign your
company name, you can post informational or newsworthy messages
to newsgroups or forums on the Internet. They should show your
professionalism and expertise, as well as provide a way for readers to
contact you and your organization.
7. Add online interactions

Online giveaways, like in-store raffles, provide a good way to attract
the media’s attention and generate interest in your cause.
The more links your Web
With a Web site, it’s easy to send something by e-mail to anyone
site has, the more people
who requests it. One company, for instance, provides free advice on
know about you. Try to buying new tires, while a another offers a price comparison list for
convince other Web sites to computer upgrades. In another case, a corporate trainer who special-
include a link to your own izes in curing office chaos conducts a monthly contest on his Web site
site, perhaps in exchange and awards actual prizes.
for a link to their site on Just remember — when you plan an Internet event, send an-
your Web site. nouncements to the media and you can increase your audience ex-
ponentially.
8. Make connections
Instant links from one Web site to another are very helpful, both to
customers and media. Spend some time becoming familiar with any
Web sites to which you think you might want to be linked, then con-
tact them and inquire about creating such an arrangement.
Sometimes links are best when made between non-competing
sites, and other times the best links are simply a long list of similar
sites. In some cases, perhaps you could barter a business service for a
link or maybe you’d rather offer someone a link from your site in ex-
change for one from theirs. In any case, as one consultant has said,
“Every link means more people know about my business.”
9. Electronic media kit

Some creative Web designers include an entire section just for the media
on their Internet sites, where complete press kits can be downloaded, in-

cluding photographs, text, and even video. If you’d like to incorporate
this feature into your own Web site it would be wise to find out how
most media recipients would want the material formatted, and how
large a file they expect for pictures and video. In any case, you should
always post one or two of your most recent press releases for every-
one who visits your site, especially the media.
i. PRACTICE DAMAGE CONTROL

One of the most advanced publicity strategies is a technique known
as “damage control,” a process designed to turn a negative situation
into a positive one through media publicity. If you — or the industry
in which you’re involved — should ever receive unflattering or unfa-
vorable public attention, you can learn to turn that adversity into ad-
vantage through damage control techniques.
Basically, there are four rules for overcoming obstacles and mini-
mizing damage whenever an unfortunate situation arises.
1. Make yourself accessible to the press

Every reporter knows there are two sides to every story, and some-
times even more. But if the media can’t reach you to hear your side,
it might appear as if you are trying to hide something. The headline
“Business Owner Refuses Comment” creates a negative impression,
so if journalists are calling, take the time to talk to them.
2. Show concern
Showing that you care about the situation, and the people affected,
is a good way to win the public’s understanding.
3. Take positive action

What can you or your company do to improve the situation? Make it
clear that you want to help in some way.
4. Keep it short
Whether you’re talking to one reporter or addressing a room filled
with journalists, open your remarks by saying that you have only a
few minutes. That way you can excuse yourself if you become un-
comfortable with hostile questions that put you on the defensive.

j. VIDEO NEWS RELEASES
Another advanced promotional tool is the video news release. Defi-
nitely not a do-it-yourself project, the video news release is a sophis-
ticated method of generating media attention. It requires the
expertise of a professional electronic news gathering camera crew, an
experienced producer, and a well-equipped production facility.
Specifically, a video news release, known in the industry as a
VNR, is a video-taped production intended for national distribution.
The subject pays all production costs and offers the VNR free to TV
outlets: bureaus, stations, and networks. Usually, this involves ex-
pensive forms of transmission, such as satellite feeds.
A video news release is not the same as a promotional tape or a
company sales message. To get on the air it must be timely and focus
on a newsworthy topic. Examples of suitable subjects include tech-
nological breakthroughs, celebrity events, and health or medical re-
ports of widespread interest. If you are interested in pursuing
publicity through the use of a video news release, contact established
companies and compare cost estimates and services provided. Gener-
ally, the minimum price for a VNR is more than $10,000.
k. ADD TO YOUR PUBLICITY PLANNER

When you first created your Publicity Planner, you labelled a file for
“Clippings and quotes” and another for “Industry news.” Both these
files will serve as resources when you launch your pyramiding efforts.
And now you can add three more file folders for your advanced
publicity attempts. Label these “Media advisories” for your press con-
ference and photo op announcements; “Correspondence” for any per-
sonal notes you send to members of the media; and “PSAs” to store
permanent copies of any public service announcements you send.

16
IMPLEMENTING YOUR
PUBLICITY PROGRAM
a. INTRODUCTION
With the knowledge you now have, you are ready to plan and imple-
ment your individual publicity program. You can choose a promotable
activity for your publicity efforts, target the most accessible media,
contact the press, put together a media kit, respond to a request for
an interview, and even appear on television, all with complete confidence.
In this chapter you will learn about the final ingredient: how to
estimate the cost of your publicity campaign. Following that, you will
review the steps for setting up a publicity plan from start to finish. A
section on scheduling will explain the need for flexibility. And finally,
a case study will show you the form your final plan might take.
b. WORK OUT A BUDGET

Publicity is sometimes referred to as “free advertising” because the
media coverage is given away at no cost. Nevertheless, there are a few
183
expenses incurred during the publicity process. Although the basic
tools are the same items needed for running any business — sta-
tionery, file folders, and business cards — you should set aside a cer-
tain amount of money for promotional expenses.
Before you can decide how much money you will be spending,
however, you need to begin by getting out your Publicity Planning
calendar and penciling in one promotable event each month for
which you can send press releases to at least a few media outlets. If
you want to start out easily, aim for simple announcements, such as
Although publicity is the anniversary of your organization’s founding, your election to a
sometimes referred to as club office, or your participation in a seminar.
"free advertising," there are Then, once or twice a year, plan to participate in something
minor expenses, such as slightly more high profile — like holding an open house at your head-
postage and photocopying, quarters with balloons, refreshments, and free tours — for which you
which you should take into can send out a media kit.
account. Decide which of your publicity efforts will be fairly small, involv-
ing sending press releases to only ten or twelve media targets at a
time, and which you want to spend more time preparing.
Then turn to Worksheet 5 and begin to estimate your costs. No-
tice, it is divided into two sections: a one-time expense section for
such items as the Publicity Planner filing system and a monthly sec-
tion for estimating your expenses for each mailing.
The following list will provide you with some additional guide-
lines regarding your expected expenses.
1. Postage
The cost for your postage will depend strictly on how many press re-
leases and media kits you send and how often you send them. A good
guideline for press releases is once a month or every other month. If,
for example, your goal is to mail one press release a month to twenty
different media outlets, calculate the amount you will need for
postage. If you also plan to mail media kits each year, remember to
allow additional postage for more weight.
2. Photocopying
Estimate how many copies you will need on a monthly or yearly basis
and then calculate the cost.

WORKSHEET 5
PUBLICITY BUDGET
1. Publicity Planner
Item Estimated cost
Calendar __________________
File system __________________
File folders and labels __________________
Media kit folders and labels __________________
Media list system __________________
Printing: Business cards __________________
Personalized Rolodex cards __________________
Stationery __________________
Other _______________________ __________________
2. Each mailing
Item Estimated cost
Brochures __________________
Envelopes __________________
Paper and copying charges __________________
Photographs/photographer fees __________________
Postage __________________
Other _______________________ __________________
Implementing Your Publicity Program 185

3. Photographs
If you plan to hire a professional photographer for your publicity pho-
tos, get estimates from a variety of sources. Usually the more copies
of a picture you order, the less expensive it is for each copy. If you do
it yourself, remember to include any film and developing costs.
4. Media kit covers

Before purchasing media kit covers, you might find it is less expen-
sive to buy in volume. Check with a variety of vendors before settling
on a style and color.
c. REVIEW YOUR PUBLICITY PLANS

Publicity is an invaluable tool in promoting any endeavor. But work-
ing within a structured system will give you a better chance of suc-
cess. Before you actually draw up your publicity plan, review the
steps necessary for setting up your Publicity Planner and implement-
ing your program.
1. Putting together a Publicity Planner

It is essential to begin your quest for media attention by setting up a
filing system strictly for your publicity purposes. Remember, the Pub-
licity Planner incorporates two aspects: a place and a plan.
Analyze your requirements and then set up a filing system that
you will find convenient, either permanent or portable. Purchase
your file folders, label them, and begin to file relevant material. Fol-
lowing is a suggested list of file names:
N Biography
N Brochures
N Business cards
N Clippings and quotes
N Community events
N Correspondence
N Fact sheet
N Industry news

N Interview notes
N Letters from customers
N Media advisories
N Media kit folders
N Media kit labels
N Media list
N New product release
N Press releases sent
N Promotion ideas
N Public service announcements
N Publicity photos
N Public speaking/teaching
N Published writing
N Stationery
N Suggested questions
N Writing opportunities
2. Choosing an activity
Review section e. Fifty Perfectly Promotable Ideas in chapter 3
and think about the kinds of events you might like to promote.
Consider charities, community organizations, volunteer services,
public speaking, and other activities before you decide which direc-
tion you’d like to take.
At this time it’s not necessary to commit yourself to one particu-
lar idea, but you should begin to pinpoint where your interests lie.
3. Compiling a media list

Set up a telephone-address system for storing your media contact list.
Choose index cards, a Rolodex, or a computer-based file, but be sure
to maintain it separately from your customer mailing list.

Follow the guidelines on Worksheet 4 in chapter 9 for compiling
the information necessary for your list.
4. Drawing up a plan
Get out your calendar, look through your Publicity Planner file
marked “Community events,” and begin to formulate an idea for one
promotable activity every month. Write down your various options
(in pencil) on your calendar.
Then, once you decide on the date of the event you are going to
Unlike advertising, publicity
promote, you must work backward and fill in the following:
is limited by what the
media decides, not what (a) The date you plan to write the press release
you decide. Therefore, you ( b) The date you will assemble the media kits if necessary
might have to make (c) The date you will mail the material to the media, keeping in
changes in your plan as mind the various deadlines
you go along in order
5. Getting started
to achieve it.
Choose one idea for your first publicity effort and set the date for
mailing your first news release. Remember, if you have never prac-
ticed publicity before you will probably prefer to test the waters by
starting with a simple promotion and an easily accessible media target.
Just make sure you allow enough time to plan it, to prepare your
news releases, to assemble your materials, and to mail everything to
the media in time for publication or broadcast.
6. Scheduling
Just as pilots file a flight plan before every trip, you need a clear pic-
ture of where you’re headed with your publicity program. But your
blueprint, which will chart the course of your entire campaign,
should be flexible enough to allow for mid-course corrections along
the way.
With publicity you can’t control the actual outcome of your ef-
forts. Unlike advertising, where you can choose your medium and
control your message, publicity is limited by what the media decides,
not what you decide. Therefore, although you know where you want
to go, you might have to make changes in your plan as you go along
in order to get there.

That’s another reason why having a Publicity Planner is so im-
portant. When you need to change your plans or find another way to
generate attention, you can turn to your files and find a variety of
ideas at your fingertips.
For best results, plan to participate in no more than one promo-
tional activity every month, and no less than one every two months.
Make press releases part of your regular program, and anticipate
sending out media kits once or twice a year. Then, as you begin to see
the results of your efforts, update your planning calendar from time
to time to make sure your planned activities are still relevant to the
coverage you’re receiving.
d. A ONE-YEAR PUBLICITY PLAN CASE STUDY

To help you get started with your own publicity program, the samples
on the following pages outline the publicity procedure of a small
business owner in the first year of business.
Once you have read the case study outlined in Sample 22 and the
sample press releases sent out by Tom Talker (Samples 23 through
28), you’ll be ready to sit down and work out your own strategy for
success.

SAMPLE 22
NEW BUSINESS CASE STUDY:
TALK OF THE TOWN TELEPHONE STORE
July
Store owner, Tom Talker, announces the store’s grand opening with a press release to local
newspapers, radio stations, and TV stations. (See Sample 23.)
Result: The daily newspaper sends a photographer to get a picture of Tom Talker with a car-
toon phone. It appears in the “Features” section, with a caption about Tom’s new store. Also,
a reporter from a weekly newspaper calls and interviews Tom over the phone, resulting in a
short article in the business pages.
August
Tom Talker decides to ride the coattails of a national event by relating his product to the an-
nual fall migration of college students to campuses all across the country. (See Sample 24.)
Result: A local TV station does a news story about sending youngsters to college, and in-
cludes a shot of the telephone alarm clock, saying “Here at Talk of the Town telephone store,
the owner recommends sending this model off to school with freshmen who want to be sure
they get to those early classes on time.”
In addition, a local radio station rewrites Tom’s press release slightly, and reads it on the air
several times.
October
To keep his name in the news, Tom Talker ties his telephone store into American Thanksgiv-
ing by co-sponsoring an event with another local business. A press release is sent to local
and regional newspapers, radio stations, and television stations. (See Sample 25.)
Result: Many of the daily and weekly newspapers print a version of Tom’s press release, and
he gives away 400 copies of the recipes, each emblazoned with his store logo.

December
Tom Talker sends a press release to the media with advice for last-minute holiday shoppers.
(See Sample 26.)
Result: No local media follow up the press release. Tom Talker makes a note in his calendar
to contact the press by early November next year to become part of the media’s holiday
shopping coverage.
February
By looking at an almanac, Tom Talker discovers that this month includes “National Hearing
Week” and recognizes an opportunity to help out his community. After making the necessary
arrangements, he donates a Telephone Device for the Deaf to his local library and issues
press releases. (See Sample 27.)
Result: Tom Talker’s picture appears on the front page of his weekly paper, along with a long
article featuring quotes from local residents praising Talker’s generosity.
April
Tom Talker, in his ongoing contacts with the local Board of Business, hears of an upcoming
seminar for people starting small businesses. He offers to lead a workshop on the selection
of business telephone equipment. He sends a press release. (See Sample 28.)
Result: Although a local newspaper calls Tom to verify the time and place of his workshop,
no reporters show up that evening. Apparently other news developments have drawn the
media’s attention. But, as with all his publicity efforts, Tom is pleased with the experience he
gained from participating in the event. He writes down the best questions from the group and
adds them to his “Promotion ideas” folder for a possible pamphlet. He does plan to try again
at a later date, this time in his own store.

SAMPLE 23
PRESS RELEASE — GRAND OPENING
TALK OF THE TOWN

123 CENTERVILLE MALL
CENTERVILLE, DAKOTA 00000
Telephone: (555) 555-5555
Fax: (555) 555-1111
www.talkofthetown.com
PRESS RELEASE
July 1, 20— Contact: Tom Talker

Evening: (555) 555-1212
New Store Features Novelty Telephones
Beginning Thursday, July 25, 20—, at 10 a.m., fans of cartoon shows will
be able to talk directly with their favorite characters — or rather through their
favorite characters turned into telephones. When owner Tom Talker opens
the doors to his shop in Centerville Mall it will mark the end of more than
three years of planning.
“I plan to stock novelty telephones of every sort,” he said. “My own
house is overflowing with unusual phones I’ve collected all my life.” Mr. Talker
said he ordered a large supply of one unusual phone, sculpted to resemble
a kitten. “I expect that to be the one cat lovers will go to first,” he said.
-more-

Telephone
The new store, which will be open Mondays through Saturdays from 10
a.m. to 8 p.m., will also feature a service center where customers can bring
in any phone for repair or reconditioning.
For further information, call (555) 555-5555 or visit the store’s Web site at
www.talkofthetown.com.
-end-

SAMPLE 24
PRESS RELEASE — SEASONAL
TALK OF THE TOWN

Telephone: (555) 555-5555
Fax: (555) 555-1111
PRESS RELEASE
August 1, 20— Contact: Tom Talker

Evening: (555) 555-1212
College-Bound? Don’t Forget the Phone Batteries!
A local telephone store owner is reminding parents of college-bound stu-

dents to send their new freshmen off with a fresh battery for their wireless
phone. “It’s a hectic time, and this is one way parents can help their kids stay
in touch,” said Tom Talker, owner of Talk of the Town store. “Today’s batter-
ies last twice as long as the older ones. That means your student should
have enough talk time to get through the whole school year without a prob-
lem.”
The newest trend for students, according to Mr. Talker, is the telephone
alarm clock. “It’s a real space-saver for the dorm rooms,” he says.
-more-

Telephones
The Talk of the Town, located in Centerville Mall, opened last month. The
shop features 275 different designs, including four styles of the telephone
alarm clock.
For more information, call (555) 555-5555 or visit the Web site at
www.talkofthetown.com.
-end-

SAMPLE 25
PRESS RELEASE — FREE OFFER
TALK OF THE TOWN

Telephone: (555) 555-5555
Fax: (555) 555-1111
PRESS RELEASE
October 30, 20— Contact: Tom Talker

Evening: (555) 555-1212
Talking Turkey — Telephone Help for Cooks
A local businessman has teamed up with one of the area’s best-known

chefs to offer Thanksgiving cooking help in ten telephone and web lessons.
Would-be cooks can hear a blue-ribbon recipe and cooking hints in pre-
recorded lessons, available through Thanksgiving Day by calling a special
phone number, (555) 555-8888, or by visiting the website at www.talkof-
thetown.com/turkey.
The cooking instructions are being made available through two local
business owners in Centerville, Dakota — Tom Talker, owner of Talk of the
Town telephone shop, and Charlotte Cuisine, head chef at Chez Cuisine
restaurant. “You don’t have to call up your Aunt Millie and ask her how to
make chestnut dressing step by step. You can hear how Chef Cuisine does
it,” Mr. Talker said.
-more-

Cooking
The dial-up cooking lessons are concise and include such hints as
“Stuffing Made Simple,” and “Fifteen-Minute Apple Pie.” Taste samples of the
most popular recipes will be offered at Talk of the Town and Chez Cuisine
through Thanksgiving. For further information, call (555) 555-5555 or visit the
Web site at www.talkofthetown.com/turkey.
-end-

SAMPLE 26
PRESS RELEASE — HOLIDAY PROMOTION
TALK OF THE TOWN

Telephone: (555) 555-5555
Fax: (555) 555-1111
PRESS RELEASE
December 1, 20— Contact: Tom Talker

Evening: (555) 555-1212
Holiday Gift Craze: Robot Telephones
When you’re holiday shopping, what do you give the person who already
has everything? The trend at one of Centerville’s newest stores is robot tele-
phones.
“I can’t believe it,” said Tom Talker, owner of Talk of the Town store in
Centerville Mall. “I’ve reordered four times just to keep up with the demand.”
Mr. Talker noted that the industry-wide lowering of prices has made robot
phones more affordable for more people. “It used to be something that most
people only dreamed of — having a walking, talking telephone to handle
your calls for you. Now that it’s really here, everybody wants one,” he said.
-more-

Robot
Mr. Talker already has a waiting list two pages long of people who want
to buy robot telephones as holiday gifts. And he warned shoppers not to wait
until the last minute; his deadline for the last order of the year is December
20, 20—.
Last year, fewer than 2,000 robot telephones were sold, according to an
industry survey. Talker predicts that “by the end of the next decade, every
household will have a robot telephone.”
For more information, contact Tom Talker at (555) 555-5555 or visit the
Web site at www.talkofthetown.com.
-end-

SAMPLE 27
PRESS RELEASE — CHARITABLE CONTRIBUTION
TALK OF THE TOWN

Telephone: (555) 555-5555
Fax: (555) 555-1111
PRESS RELEASE
February 1, 20— Contact: Tom Talker

Evening: (555) 555-1212
Hearing Week Means Help from Local Business Owner
The Centerville Community Library now has equipment to aid the hearing-
impaired thanks to a recent donation from local business owner Tom Talker.
The proprietor of Talk of the Town telephone mall in Centerville Mall, Mr.
Talker has presented the library with a Telephone Device for the Deaf.
Centerville librarian Barry Books said he has wanted the equipment for a
long time, but no money was available for the purchase. When Mr. Talker
learned of the library’s need, he made arrangements to donate the equip-
ment in honor of National Hearing Week.
-more-

Donation
“I am so pleased to be able to contribute this much-needed machine for

the use of our residents,” Mr. Talker said. “And I hope to be able to make ad-
ditional donations each year for this worthwhile cause.”
Mr. Talker said the special telephone can be used by anyone who has a
similar device in his or her home. He estimated the cost of the equipment at
$500. “But the money means nothing compared with the value to our citi-
zens,” he added.
-end-

SAMPLE 28
PRESS RELEASE — SEMINAR
TALK OF THE TOWN

Telephone: (555) 555-5555
Fax: (555) 555-1111
PRESS RELEASE
April 2, 20— Contact: Tom Talker
Evening: (555) 555-1212
Calling In Profits: Phone Advice for Entrepreneurs
The right telephone equipment can make or break a new business. What
type of service is best for data transmission? What kind of Internet access
does this business need? Voice mail or a live operator?
“These are just some of the things to consider when launching a new en-
terprise,” says Tom Talker, owner of the Talk of the Town phone store. Mr.
Talker is offering a special seminar to help entrepreneurs learn more about
today’s options in communications. The free event is scheduled for 7:00 p.m.
Thursday, April 20, in the Centerville Auditorium.
Mr. Talker, whose telephone store opened one year ago in the Centerville
Mall, has compiled a list of helpful hints for new businesses which will be
available to seminar participants at no charge.
For reservations and further information, contact Tom Talker at (555) 555-
5555 or visit the Web site at www.talkofthetown.com.
-end-

17
ANSWERING THE MOST
FREQUENTLY ASKED
QUESTIONS
a. INTRODUCTION
Once you’ve been practicing your publicity skills for a while, a few
questions will undoubtedly arise. Although the publicity process it-
self is easy to implement, you might occasionally run into situations
which don’t go as smoothly as you expect. To help you solve your
problems, the following section provides answers to the questions
most people ask.
b. QUESTIONS AND ANSWERS

Q. Can we invite reporters for an “educational” tour of our facility so
they can learn about the work we do? That way they’d understand
why we deserve more coverage in the media.
203
A. No. Journalists are paid to keep the public informed of “news-
worthy” happenings, not to spend their time studying every organi-
zation in town. Send invitations only when you’re holding a
noteworthy event and you’ll gain the respect of reporters.
Q. I don’t have the time (or the money) to stage a major promotional
activity every month. Can I still plan an effective publicity campaign?
A. Yes. To make your mark in the media, simply send a substantive
letter or news release once a month. For example, you can write to
the editor of a newspaper or magazine, comment on a recent story,
To make your mark in the
and sign your name along with the name of your business or non-
media, simply send a
profit group. Or send a press release announcing your employee or
substantive letter or news volunteer of the month, your anniversary, your new officers, or an
release once a month. It award you’ve received.
doesn't have to take up a
Q. Is it acceptable to invite a media celebrity to participate in a char-
lot of your time and money itable event we’re planning?
to get publicity.
A. Yes. Most radio, TV, and print outlets allow their employees to ap-
pear on behalf of charitable foundations. If you can find a “connec-
tion,” such as a member who knows the celebrity, you’ll probably
have better luck getting a positive response.
Q. How should I approach a columnist whom I’d like to see recom-
mend my company’s products?
A. Call the publication which runs the column and get the mailing
address. Then start sending the columnist your press releases, along
with cover letters commenting (positively) on recent columns. You
might even send a media kit and suggest a timely topic for which you
could be an interview source. Never demand coverage, though.
Q. Because my market niche is very narrow and my clientele is ex-
tremely limited, I’d like to know how to reach my potential cus-
tomers without wasting time and money.
A. Aim your self-promotional efforts at “trade” publications only.
Subscribe to industry-specific magazines to learn about conventions
and other opportunities to speak to members. Join related associa-
tions, attend meetings regularly, and start sending your announce-
ments to their newsletters.
Q. An article in the newspaper about my company contained numer-
ous factual errors. Should I complain?

A. Unless the mistakes cast your business in a negative light you
should probably forget about it, as the media is sensitive to criticism.
If you do call the paper to request a correction, don’t blame anyone
— just ask for a published clarification. Or, you can write a letter to
the editor which, when published, will correct any misstatements.
Q. My volunteer agency wants me to ask local newspapers to run our
camera-ready display ad for free. Would this be good publicity?
A. An advertisement, whether you pay for its publication or not, is
not publicity. Publicity refers to news stories and features such as
press releases, calendar listings, and articles which are part of the
“editorial” content of the print media. The added credibility of pub-
licity comes from the perceived “third-party endorsement” of re-
porters and editors who have deemed you newsworthy enough for
coverage.
Q. In the past seven years I’ve won numerous awards for my work
and been interviewed by a number of national magazines, but I can’t
get my home town newspaper to mention my name. I’ve tried news
releases, telephone calls, and even had friends write to the editor
about me, but no luck. What can I do to get noticed?
A. It’s time for a few fresh approaches. Try contributing a recipe to
the food editor. Say “This is a quick pick-me-up I enjoy after working
long hours at my desk.” Open your home for a holiday house tour
and send the decorating editor a personal invitation along with the
press release. Volunteer to teach career skills at a prison and invite
the news editor to send a photographer to your lecture.
Q. What’s the best way to insure coverage of our most important an-
nual event?
A. Contact your government’s tourism agency and have the affair
listed on the annual calendar of events. Many journalists and pro-
ducers refer to these listings in order to find colorful stories for their
publications and programs. Just be sure to place your request for a
listing several months before the new year begins in order to meet the
printer’s deadline for the calendar.
Q. What’s the best way to get on talk shows and demonstrate my
amazing new invention?
A. Tie your query in with a seasonal theme or an appropriate obser-
vance by sending a press kit to producers with a cover letter pointing
out the timeliness of your appearance. If your invention will aid boat
Answering the Most Frequently Asked Questions 205

owners, for instance, mention that during the summer people enjoy
hearing about outdoor activities. If you’ve designed a new toy for
pets, ask to be booked during National Pet Lovers Week. For a hair re-
storer, key your request to Father’s Day.
Q. My business participates in quite a few charitable fundraisers such
as fashion shows to help the homeless. Can we receive any media at-
tention for such work?
A. Yes. Plan ahead for a memorable “photo op” by scheduling some-
thing visually exciting for a specific time, then sending a media advi-
sory to all your local print and broadcast outlets. Just make sure
there’s convenient access to the scene when photographers and video
crews arrive, with adequate space and electrical outlets for the cam-
eras.
Q. My competition seems to get all the publicity while I receive none.
How can I break into the local media?
A. Try going in a different direction from your competitors. If they’re
being featured in the business press for their profitability, you can cap-
ture the society section by becoming a patron of arts and co-sponsoring
a black-tie musical event. If they’re showing up on the evening tele-
vision news, you can seek out a guest spot on the early morning radio
talk shows.
Q. Is it possible to avoid negative press?
A. The best way to preserve a positive image in the media is to build
a solid foundation with journalists, then maintain that good rela-
tionship. Begin by making sure the materials you send to the press
are always properly prepared and free of factual errors. Then, take re-
porters’ phone calls immediately, be honest, and speak in lively,
quotable sound bites.
Q. During interviews I never seem to get my point across as clearly as
I’d like. How can I improve my responses?
A. The first step in making the most of a media interview is knowing
what you want to say. Here’s an exercise to help you clarify your mes-
sage: Write out several 15-second statements about your organiza-
tion, your upcoming event, and whatever else you’re publicizing.
Rehearse and memorize them. Then work them smoothly into every
interview you give by perfecting such verbal transitions as “Yes, John,
and let me tell you what else we have planned...” or “We sure are,
Mary, and another question I’m often asked is...”

Q. Is it worth the effort required to get publicity?
A. You bet it is! With her very first press kit mailing, a mushroom
grower landed feature stories in three newspapers, filled several sem-
inars to capacity, received a lucrative consulting contract from a uni-
versity, and fielded offers from several publishers to write a book on
mushroom growing. In another case, a brand-new nonprofit associa-
tion spent less than $300 on materials and was featured in more than
100 articles and broadcasts, including cover stories in major maga-
zines and member appearances on national television. Thanks to this
publicity, in its first year the fledgling organization boasted new
members in every corner of North America as well as England and
Australia.
Even established individuals and groups can benefit, like the
recreation association which discovered that getting media coverage
was as simple as requesting it. “We never dreamed we were actually
newsworthy,” said the executive director, following several mentions
in local newspapers. “And all these years, all we had to do was ask.”
Answering the Most Frequently Asked Questions 207

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3rd

Canadian Cataloguing in Publication Data

(Self-counsel business series)

1. Publicity. I. Rockler, Julia. II. Title. III. Series.

viii Getting Publicity

xii Getting Publicity

xiv Getting Publicity

“How can my organization get publicity in the media?”

xvi Getting Publicity

b. WHY DO YOU NEED PUBLICITY?

c. THE PURPOSE OF PUBLICITY

d. THE ADVANTAGES OF PUBLICITY

Becoming Your Own Publicist 3

ANSWERS TO THE P.Q. QUIZ

*Publicity Quotient: Your knowledge of publicity practices and procedures.

Becoming Your Own Publicist 5

SCORING YOUR PUBLICITY QUOTIENT

a. INTRODUCTION TO THE PUBLICITY PLANNER

b. THE MAIN COMPONENTS: A PLACE

c. STEP ONE: CHOOSING A LOCATION

Putting Together a Publicity Planner 9

Putting Together a Publicity Planner 11

e. STEP THREE: PREPARING THE PLAN

Putting Together a Publicity Planner 13

1. What are your long-range and short-range publicity goals?

2. Whom would you like to reach through your publicity?

K National radio and television

f. SET UP YOUR PUBLICITY PLANNER

Putting Together a Publicity Planner 15

b. LEARN WHAT THE MEDIA WANT

1. Inform, educate, and entertain

3. Local angle or national slant

1. Ride the coattails of a national trend

Finding Opportunities for Publicity 19

3. Take part in public events

d. CREATE YOUR OWN OPPORTUNITIES

1. Aim for variety

Finding Opportunities for Publicity 21

2. Make things happen

3. Consider a community good deed

(a) Adopt a charitable cause

(b) Set up a beautification committee

Finding Opportunities for Publicity 23

(c) Establish an award

4. Try the backdoor approach

5. Use the celebrity connection

Finding Opportunities for Publicity 25

8. Use the calendar as a resource

(d) Seasonal activities

Finding Opportunities for Publicity 27

(e) Internet events

e. FIFTY PERFECTLY PROMOTABLE IDEAS

Remember, events occur on 1. Arrange an event

Finding Opportunities for Publicity 29

Making a donation — 2. Make a donation

3. Give — or get — an award

4. Make a long-term contribution to your community

5. Stand out from the crowd

Finding Opportunities for Publicity 31

6. Speak or write about what you are doing

Finding Opportunities for Publicity 33

c. LEVELS OF ACCESSIBILITY IN THE MEDIA

1. The broadcast media: Radio and television